TUI Blue – Individual and authentic experiences

The hotel remains at the heart of our customers’ holiday experience. Holidaymakers perceive the hotel as the most relevant element determining their satisfaction with their overall holiday experience. In the framework of its growth roadmap, TUI therefore relies on four core brands and three international hotel concepts to meet the different needs and preferences of its customers. TUI’s hotel brands reflect trends and offer unique holiday experiences that best meet the expectations of every type of holidaymaker. This ensures guest satisfaction and above-average margins driving TUI’s hotel growth further ahead.

In our holidays, many of us seek to discover new things and try something new. The new TUI Blue brand has been designed to enable and inspire authentic experiences. The first hotel of the new brand offering a blend of modern lifestyle, cutting-edge technology and an authentic regional experience opened in 2016. Under the motto ‘Explore the more’, the three- to five-star hotels feature first-class locations, architecture with regional elements, varied culinary experiences and individual sports and leisure programmes. Blue Guides offering individual insider tips for the relevant region ensure authentic holiday experiences. Exclusive excursion programmes focusing on the culture and nature of the surrounding area create unforgettable insights and experiences. The landmark offerings also include modern restaurant concepts with high-quality regional cuisine and the holistic fitness and health concept Bluefit as well as the use of state-of-the-art technologies such as the Blue App. 

TUI Blue is clearly the focus of TUI Group’s growth strategy. Launched in 2016 with two hotels in Turkey, the brand has grown to six hotels in five countries within one year, and this figure is set to rise further. The hotel business forms one of the key areas in TUI Group’s transformation as an integrated tourism group. TUI Blue provides a growing portfolio of hotels designed to offer individual experiences and cater to all needs of the international modern lifestyle traveller.