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Activities under the portfolio TUI Blue For Families (photo: TUI Group)

TUI Blue to be “world’s largest leisure hotel brand”

The comparatively new brand’s footprint will grow from ten to around 100 hotels by as early as summer 2020.

TUI Blue is set become TUI Group’s global flagship hotel brand. Its portfolio will grow from ten to around 100 hotels by 2020, the tour operator has announced.

The brand’s footprint is being expanded in the global leisure hotel sector, the operator says, with the aim of building TUI Blue as the world’s largest leisure hotel brand within the next few years.

From summer 2020, the tailored offerings of the hotel brands TUI Blue, TUI Sensimar and TUI Family Life will be clustered under the TUI Blue flagship brand, to “enhance the visibility and relevance of the brand”.

Apart from an already firm footprint in southern Europe and the Caribbean, TUI and its hotels and resorts segment will also focus on other growth regions including South East Asia and the Indian Ocean.

Global brand
“Hotels remain a strong and attractive growth segment, and TUI has many years of experience as a hotel developer, investor and operator. […] What we were lacking was a hotel brand with a global presence incorporating TUI in its name,” explains Fritz Joussen, chief executive of TUI Group.

“Since the development and launch of TUI Blue three years ago, the TUI brand name has become part of the hotel experience. After the successful launch phase of the first ten hotels, building the brand as our global flagship hotel brand is the consistent next step for us to significantly expand our hotel segment, go even more global with the brand and increase the target audience.”

Erik Friemuth, managing director TUI Hotels & Resorts, adds that the hallmarks of TUI Blue are “comfort, quality, design and authentic experiences of the country. […] It is a modern, casual, low-key brand, attractive for different target groups and life phases.”

Three subsets
TUI Blue will provide clear guidance to holidaymakers and travel agents searching for hotels to fit customers’ preferences, the group promises.

Existing TUI Blue guests interested in getting an authentic taste of local experiences will find the right hotel in a portfolio called TUI Blue For All.

In line with the previous TUI Sensimar hotel brand, TUI Blue For Two is an adults-only concept for guests placing the focus of their holiday on time spent together.

And TUI Blue For Families “offers many different activities designed for all ages and has specifically been tailored to meet the needs of large and small families” TUI says.

For the coming summer and winter seasons, TUI Sensimar and TUI Family Life hotels will continue to be offered under their current brand names, but from summer 2020 they will ‘reopen’ under the TUI Blue flagship brand.

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