We do everything with our customer in mind. We are the market leader in delivering leisure experiences with many years of expertise delivering varied and consistent programmes to international clientele. Tailoring our experiences for each and every one of them. 

As caring host, we combine a variety of activities and services in and outside the hotel in a relaxed, feel-good atmosphere so that our guests can create their individual favourite vacation. Modern design, an app as a digital holiday assistant, a professional and holistic fitness and well-being programme, modern and healthy kitchen with local influences, individual service and memorable experiences for all ages make our best-in-class hotel experience.

Enriching and personalised holiday experiences

The TUI BLUE product highlights have been designed with our customers in mind. We tailor the experience to the customer segments we target by property. Including hardware specifications, food and beverage concepts, entertainment and branding adapted to suit the needs of each target group:


Our BLUE® Guides have always a smile on their faces, a helpful hand and an open ear for individual questions, wishes and feedback. Even before the trip, they can be reached by the app. However, they prefer to chat on the spot in a personal conversation, because they love meeting people and care about the impact they make. 

With their local network in the holiday region, they are the born hosts. Like a good friend, they help with their expert and insider knowledge and provide tips for sightseeing tours, experiences or the next shopping trip. They assist with check-in, organise table reservations and bring the TUI BLUE concept to life. 


On holiday, it is about leaving everyday life behind, spending time together, relaxing and recovering, but also to collect memories to take home and tell friends and family about. TUI BLUE combines sporty and creative daytime and evening in-resort activities with exciting excursions. 

With the professional BLUEf!t® sports programme, young and old can go active during the day. But all the senses are also in demand outside of sporting activities, for example during a cooking class or a wine or olive oil tasting. Furthermore there are fun, interactive sessions designed for both parents and little ones in our family hotels. They’re made up of music, games and storytellings. Our kids’ clubs line up lots of creative activities so nobody gets bored.

Throw into adventure and look behind the scenes of a holiday paradise with our excursions. Whether on land or water, on four wheels, by mountain bike or on foot, soak up the sun and fresh air and discover something new.

After an exciting day, it may be a bit quieter in the evening. For example, a refreshing sundowner in one of our bars with chilled background music by local artists and newcomers. For all kids who cannot get enough of our creative childcare activities, our evening shows are a must.


For all fitness and well-being lovers we have just the right thing: our BLUEf!t® programme.

Our professional BLUEf!t® sports activities are fun for young and old. The professionally supervised group trainings take place almost exclusively under the open sky. Both relaxed sessions and sporting challenges, where you can really pump out, are on the programme. Choose your own fitness focus: relaxation, energy or strengthening. Those who prefer to work out individually will find what their heart desires in our well-equipped gyms. 


Our hotels are designed around your needs in stunning locations, with modern décor that’s locally influenced. Entering the hotel you immediately feel the sense of TUI BLUE all around you. We designed the areas around the pool, beach, bars and restaurants in a way guests do not have to rush to get their best seat.

To create a hotel experience tailored for our guests, we designed special venues for our little ones, like the kids buffet in The Restaurant. Or the daybeds at the beach for couples.


Wouldn’t it be great to have all the information about your holiday right at your fingertips? With our innovative BLUE® App you’ll get exactly that. Our 24/7 service allows you to use the BLUE® App as your personal digital assistant before, during and after your stay at our hotel. Have a look at the hotel directory to see details about all daily activities and offers or read and share your experiences on the digital pin board with other guest. There is so much to explore, so try it out on your mobile devices right now. 

BLUE® Taste

We at TUI BLUE love good food and refreshing drinks. Especially on holiday, when you sometimes want to try something new. In all TUI BLUE hotels, we therefore offer our guests a high-quality, healthy and varied range of food and beverages. 

Healthy cuisine means balance and variety. Beside international favorite dishes for all ages, local inspired meals are on the menu too. Our chefs cook with passion and fresh, locally sourced ingredients at our live-cooking stations in our buffet restaurants.  

Of course we also cater to special dietary requirements such as vegan and low-carb or allergies like gluten- and dairy-free. In our a-la-carte restaurants or on a special themed evening we enjoy culinary experiences together.

Built on leisure expertise

We bring our wealth of experience. TUI BLUE ensures that you, as our partner, achieve operational excellence with dedicated support for the delivery of your leisure hotel experience.  You benefit from constant support of our specialist implementation teams who provide expert guidance and training across all areas such as food and beverage to design and architecture to guarantee successful delivery.

Operating Models that work for you

We provide the foundations for you to achieve that peak performance and seamlessly manage your hotel operations. We offer a range of operating models to our partners depending on your capabilities and needs. From a light-touch approach with guidelines and training assistance to comprehensive support with full delivery from our experienced TUI BLUE team and minimal involvement from the investor.

Model “Guided”

  • Staff recruited locally by the hotel
  • Virtual core training provided by our team
  • Ongoing quality checks & consultancy support
  • Detailed specifications and manuals provided

Model “Lead”

  • Combination of local and TUI recruitment/training
  • Optional “buy-In” for staffing packages
  • Core minimum team supplied by TUI for key supervisor roles
  • Specialist training with qualifications – virtual or face to face

Model “Managed” 

  • Fully TUI led team with enhanced CX programme
  • Recruitment & training for all specialist staff
  • Comprehensive & enhanced specialist training
  • Day to day management from HQ and with specialist manager based in destination
  • On-going consultancy support throughout the season