We’re building the new generation of leisure. Committing to our partners and their communities. Tapping into our expert level ecosystem. And giving them the resources they need to thrive.

It’s what drives us. The excitement and ambition of growth.

WE’RE GUIDED BY HEART. BUILT ON EXPERTISE.

Leading with heart.

We enable our partners to take on big adventures, show up with support and dedication and consistently build trust with them.

Leading with mind.

We equip partners with the right tools to grow, leverage our wide network to spread positive impact and uplift local communities that make them special.

TUI BLUE Values

Enrichment


For our customers

Develop yourself as a person or group by enhancing your mind, body and/or soul.

For our staff

Be the “guardian concierge“ by taking care of all relevant details of the guest experience for continuous improvement

For our partners

Deliver service powered by intuition & perceptiveness designed to deliver what our partners want and need

Freedom


For our customers

Experience unforgettable service that balances comfort and ease with pure indulgence.

For our staff

Design all service components to ensure a maximum level of flexibility, comfort and security

For our partners

We bring integrity and consistent hallmarks you can trust, but show our partners flexibility, care and empathy

Curiosity


For our customers

Feel drawn to carefree exploration.

For our staff

Inspire, (passively) encourage and guide customers to new experiences with relevant innovations

For our partners

Inject excitement and optimism to empower & create positive impact

TUI BLUE Values

ENRICHMENT

FREEDOM

CURIOSITY

For our customers

Develop yourself as a person or group by enhancing your mind, body and/or soul.

Experience unforgettable service that balances comfort and ease with pure indulgence.

Feel drawn to carefree exploration.

For our staff

Be the “guardian concierge“ by taking care of all relevant details of the guest experience for continuous improvement

Design all service components to ensure a maximum level of flexibility, comfort and security

Inspire, (passively) encourage and guide customers to new experiences with relevant innovations

For our partners

Deliver service powered by intuition & perceptiveness designed to deliver what our partners want and need

We bring integrity and consistent hallmarks you can trust, but show our partners flexibility, care and empathy

Inject excitement and optimism to empower & create positive impact

Fastest growing hotel brand in the history of TUI

TUI BLUE made its debut with the opening of TUI BLUE Sarigerme Park on the Turkish Aegean in May 2016, to be followed by TUI BLUE Palm Garden on the Turkish Riviera only a week later. The hallmarks of the hotels were regional architecture, cutting-edge technology and the innovative BLUEf!t concept for fitness, food and wellness. “A new kind of hotel” was born at TUI Hotels & Resorts, as the brand claim stated back then. In the following three years, the portfolio grew in countries around the Mediterranean Sea, Germany and Austria.

In October 2019, TUI Group announced the merger of its hotel concept brands TUI FAMILY LIFE and TUI SENSIMAR into the TUI BLUE brand. From that moment on, with around 95 hotels in the portfolio, TUI BLUE became TUI’s flagship hotel brand.

The lifestyle hotel brand

May 2016

With the establishment of the new hotel brand TUI BLUE, the TUI Group continues to drive growth in the hotel sector and expands the exclusive and differentiated offering for TUI guests.

TUI BLUE Sarigerme Park to be the first TUI BLUE hotel to open in May 2016.

TUI’s flagship hotel brand

October 2019

TUI BLUE became the TUI Group’s global flagship hotel brand: the number of properties increased from ten today to around 100 hotels in 2020.

TUI SENSIMAR (~60 hotels) and TUI FAMILY LIFE (~30 hotels) rebrand to TUI BLUE.

The leading leisure hotel brand

Vision

In addition to our own profitable hotel investments we will grow through operating hotels under management and via our portfolio operated by external hotel partners to our brand and quality standards.

In future, more than one million customers per year will be guests of TUI BLUE and contribute to the brand’s global presence.

Worldwide Locations

The TUI BLUE portfolio stretches around the world. Click on the map to see more details about our individual hotels.

95

Hotels

20

Destinations

over 1 mio.

Customers