Tui Group will make Tui Blue its global flagship hotel brand, targeting portfolio growth from 10 to around 100 hotels by 2020.
From summer 2020, the group will cluster the tailored offerings of its hotel brands Tui Blue, Tui Sensimar and Tui Family Life under the Tui Blue flagship brand.
Tui’s other hotel brands and concepts will not be affected. Alongside Tui Blue, Tui Group’s growth strategy will continue to focus on its traditional Riu brand, its two club brands Robinson and Tui Magic Life, and the five-star resorts run under the Tui Sensatori brand.
The expanded portfolio of Tui Blue hotels will enhance the visibility and relevance of the brand, the group said in a statement.
Apart from its already strong footprint in southern Europe and the Caribbean, Tui Group and its Hotels & Resorts segment will also focus on other growth regions including South-east Asia and the Indian Ocean, regions it has identified as having high potential for Tui Blue.
The strategy to further expand the group’s market presence is not only being implemented by Tui’s own hotel companies but also supported and driven ahead by partnerships with joint venture partners, including Atlantica and Grupotel, and third-party hoteliers, according to the group.
“Hotels remain a strong and attractive growth segment… What we were lacking was a hotel brand with a global presence incorporating Tui in its name,” said Fritz Joussen, CEO 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 10 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.“
The flagship brand will target particular segments, with Tui Blue For Two an adults-only concept in line with the previous Tui Sensimar hotel brand, whereas Tui Blue For Families has specifically been tailored to meet the needs of large and small families.
Meanwhile, individual services such as Select Your Room will be available to an even larger number of guests. The technology concept relating to the Blue app will also be launched in all hotels.