TUI Blue is celebrating its 10th anniversary in 2026, marking a decade of continuous growth, innovation and guest-focused hospitality. Since its launch in 2016, TUI Blue has evolved into the Group’s largest hotel brand, offering modern lifestyle experiences tailored to today’s travellers.
The story began in May 2016 with the opening of TUI Blue Sarigerme Park on the Turkish Aegean, the first TUI Blue hotel and a milestone as the first hotel brand to prominently carry the TUI name. From the outset, the brand set the foundation for a new generation of leisure hotels within the TUI portfolio, combining contemporary design, regional authenticity and personalised experiences.
“Over the past ten years, TUI Blue has grown from a bold idea into our global leisure hotel brand with more than 100 hotels across 24 countries worldwide,” says Artur Gerber, CEO TUI Hotels & Resorts. “TUI Blue has shaped the way we think about leisure hotels for the past ten years. By consistently focusing on guest needs and evolving expectations, we have built a brand that combines scale with individuality.”
Today, TUI Blue continues to grow in new markets, supported by international partnerships, reinforcing its role as a central pillar of TUI’s growth strategy in the hospitality sector. Across all destinations, guests can expect a consistent experience built on three core pillars: personalised service through dedicated Blue Guides, authentic local cuisine using regional ingredients, and tailored activities that reflect both guest preferences and the surrounding destination.
Anniversary experiences for guests in 2026
To mark its 10th anniversary, TUI Blue is celebrating with a series of special activities for guests across its hotels throughout summer 2026. These range from poolside fun with friendly robot characters and creative Kids’ Club activities to energising fitness sessions and delicious culinary experiences. As the sun sets, the celebrations continue with live music, silent discos, and interactive evening entertainment designed to bring everyone together.
Hotels that know you before you arrive: the next era of hospitality
Looking ahead, TUI Blue will continue its global expansion across established and emerging destinations, with more than 40 hotels planned over the coming years. The brand is focusing on scalable growth models, including management and franchise agreements, to further strengthen its international footprint.
At the same time, the guest experience is set to evolve significantly over the next decade. Driven by changing expectations and technological advancements, holidays are becoming increasingly personalised. “Back in 2016, veganism was still niche, WiFi abroad was often dodgy - and something you paid for - going to the gym on holiday was seen as ‘extra’ and hybrid working didn’t exist”, says Louise Bates, Director Brands & Product TUI Hotels & Resorts.
Already today, guests arrive with increasingly clear preferences and expectations. Over the next decade, digital solutions and artificial intelligence will enable smoother journeys from automated check-in processes to more intuitive service touchpoints throughout the stay. Hotels will increasingly anticipate guest preferences before arrival.
Rooms are expected to become smarter and more adaptive, responding to individual needs in areas such as lighting, temperature and entertainment. Wellbeing will play an even more central role, with holistic concepts integrating fitness, sleep, nutrition, relaxation and mental wellbeing into everyday hotel experiences. Dining is also set to become more personalised, with curated options tailored to individual lifestyles and dietary preferences.
“The hotel stay of the future will feel far more intuitive than today, and the experience will become increasingly tailored to each guest”, predicts Louise Bates. “But even as technology evolves, the heart of hospitality remains human. It’s the people and personal moments that define a great holiday.”
