Hotel brand expansion

TUI Blue targets one million guests in 2020

TUI Blue guides will offer customers information about the hotel and destination activities, excursions and other holiday experiences.
TUI Group
TUI Blue guides will offer customers information about the hotel and destination activities, excursions and other holiday experiences.

TUI Blue is aiming to welcome one million guests next year as TUI Group’s global flagship hotel brand expands to 100 properties through a mix of re-branding and openings.

The growing ‘lifestyle hotel’ brand will start the summer 2020 season with 97 hotels in 18 countries, clustering the tailored offerings of TUI Blue, TUI Sensimar and TUI Family Life properties under one umbrella brand. The portfolio additionally comprises new hotels in various locations, including promising long-haul destinations such as Vietnam or Zanzibar, and further hotels are in the pipeline to take it past the 100-hotel mark.

The expansion is a core part of the German tourism group’s strategy to further consolidate its leading position within the international leisure hotel sector. The group is planning to further increase its portfolio in future, and has identified southern Europe, the Caribbean, South East Asia and the Indian Ocean as growth regions.

“In future, TUI Blue will cater for more than one million customers per year, contributing to the brand’s strong global footprint. Our flagship hotel brand will thus be a relevant player in the leisure hotel sector from next summer,” said Erik Friemuth, Managing Director TUI Hotels & Resorts. “Thanks to our ambitious growth strategy, we also have further hotels in our pipeline and will soon exceed the 100-hotel mark.”

TUI Blue is designed to offer lifestyle- and experience-oriented holidaymakers a hotel product tailored to their specific needs and preferences, for adults, families or holidaymakers interested in local culture and authentic experiences.

Three labels will offer clear guidance to holidaymakers and travel agents searching for hotel offerings to fit the customers’ preferences in future, according to the company. Guests particularly interested in authentic experiences in the holiday region will find appropriate hotel offerings under the TUI Blue “For All” label, while TUI Blue “For Two” (mostly former Sensimar properties) exclusively targets holidaymakers aged 16+ focusing on time together, and TUI Blue “For Families” (ex-Family Life) caters for families with activities to suit all ages.

Moreover, the group wants to offer TUI Blue customers more activities and experiences both in the hotel and at the destination. These include ‘Blue Guides’ as competent local contacts, a comprehensive fitness and relaxation programme named ‘Bluef!t’, the modern design of the lifestyle hotels, the ‘Blue App’ as a digital service assistant with all activities and information on the hotel, the comprehensive ‘Blue Taste’ culinary offering, and the Blue Experiences programme.

TUI Blue hotels will also focus on sustainability measures. “Creating a modern lifestyle brand also means thinking about a more sustainable way of life,” said Friemuth. “Against that backdrop, we have developed ten steps enabling our hotels to contribute to a better world under the motto ‘Sustainable Blue’,” he explained. These measures include initiatives to save water, lower the carbon emission per guest per night and reduce single-use plastic items. They also promote sourcing locally produced food items, recruiting local staff and achieving sustainability certification.

Apart from its focus on TUI Blue, TUI Group’s hotels growth strategy also centres on the well-known RIU hotels, the two club brands Robinson and TUI Magic Life, and the 5-star resorts operated by TUI Sensatori. The group also cooperates closely with joint venture partners such as RIU or Atlantica.