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.
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
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.