TUI Blue turns 10: Driving growth and shaping the leisure hotel experience of tomorrow
From the first hotel in 2016 to 100+ resorts worldwide
A brand designed from the ground up around guest needs
Future-ready hospitality: Hotels that know you before you arrive
TUI Blue is celebrating its 10th anniversary in 2026, marking a decade of continuous growth, innovation and guest-focused hospitality. Since its launch in 2016, TUI Blue has evolved into the Group’s largest hotel brand, offering modern lifestyle experiences tailored to today’s travellers.
The story began in May 2016 with the opening of TUI Blue Sarigerme Park on the Turkish Aegean, the first TUI Blue hotel and a milestone as the first hotel brand to prominently carry the TUI name. From the outset, the brand set the foundation for a new generation of leisure hotels within the TUI portfolio, combining contemporary design, regional authenticity and personalised experiences.
“Over the past ten years, TUI Blue has grown from a bold idea into our global leisure hotel brand with more than 100 hotels across 24 countries worldwide,” says Artur Gerber, CEO TUI Hotels & Resorts. “TUI Blue has shaped the way we think about leisure hotels for the past ten years. By consistently focusing on guest needs and evolving expectations, we have built a brand that combines scale with individuality.”
Today, TUI Blue continues to grow in new markets, supported by international partnerships, reinforcing its role as a central pillar of TUI’s growth strategy in the hospitality sector. Across all destinations, guests can expect a consistent experience built on three core pillars: personalised service through dedicated Blue Guides, authentic local cuisine using regional ingredients, and tailored activities that reflect both guest preferences and the surrounding destination.
To mark its 10th anniversary, TUI Blue is celebrating with a series of special activities* for guests across its hotels throughout summer 2026. These range from poolside fun with friendly robot characters and creative Kids’ Club activities to energising fitness sessions and delicious culinary experiences. As the sun sets, the celebrations continue with live music, silent discos, and interactive evening entertainment designed to bring everyone together.
Looking ahead, TUI Blue will continue its global expansion across established and emerging destinations, with more than 40 hotels planned over the coming years. The brand is focusing on scalable growth models, including management and franchise agreements, to further strengthen its international footprint.
At the same time, the guest experience is set to evolve significantly over the next decade. Driven by changing expectations and technological advancements, holidays are becoming increasingly personalised. “Back in 2016, veganism was still niche, WiFi abroad was often dodgy - and something you paid for - going to the gym on holiday was seen as ‘extra’ and hybrid working didn’t exist”, says Louise Bates, Director Brands & Product TUI Hotels & Resorts.
“The hotel stay of the future will feel far more intuitive than today, and the experience will become increasingly tailored to each guest”, predicts Louise Bates. “But even as technology evolves, the heart of hospitality remains human. It’s the people and personal moments that define a great holiday.”
About TUI Blue
TUI BLUE offers experience-oriented lifestyle travellers a hotel product tailored to their individual needs – for adults, families or holidaymakers interested in local culture and authentic experiences. BLUE Guides provide great hospitality with a personal touch and the BLUE App offers guests lots of activities at their choice. The experiences are tailored for all ages and range from entertainment in a relaxed atmosphere to a holistic fitness and well-being programme as well as a variety of excursions. TUI BLUE hotels stand for food experiences with a local touch, including authentic regional dishes while also catering for all dietary needs or nutrition plans. The hotel brand has more than 90 hotels worldwide and expanding its portfolio with a strong focus on Asia, the Middle East and Africa. TUI BLUE is a global brand of TUI Hotels & Resorts‘ leading leisure hotel portfolio.
About TUI Group
The TUI Group is a leading global tourism group. The group is headquartered in Germany. TUI shares are listed on the MDAX index of the Frankfurt Stock Exchange and on the regulated market of the Lower Saxony Stock Exchange in Hanover. The TUI Group offers its more than 34.7 million customers integrated services from a single source and covers the entire tourism value chain under one roof. The Group owns more than 460 hotels and resorts with premium brands such as RIU, TUI Blue, and Robinson, as well as 18 cruise ships, ranging from the luxury class MS Europa and MS Europa 2 and the HANSEATIC class expedition ships to the Mein Schiff fleet of TUI Cruises and cruise ships at Marella Cruises in the UK. The group also includes leading European tour operator brands and online marketing platforms, for example for hotel-only or flight-only offers, five airlines with 125 modern medium- and long-haul aircraft, and around 1,200 travel agencies. In addition to expanding its core business with hotels and cruises through successful joint ventures and activities in holiday destinations, TUI is increasingly focusing on the expansion of digital platforms. The group is transforming itself into a global tourism platform company.
Global responsibility for sustainable economic, environmental, and social action is at the heart of our corporate culture. The TUI Care Foundation, initiated by TUI, focuses on the positive effects of tourism, education and training, and the strengthening of environmental and social standards with projects in 30 countries. In this way, it supports the development of holiday destinations. The globally active TUI Care Foundation initiates projects that create new opportunities for the next generation.
