TUI Blue
TUI BLUE is the TUI Group's global flagship hotel brand, offering lifestyle-oriented hotels and resorts in destinations worldwide.
Last updated September 15, 2026
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Overview
TUI BLUE is described by its official website as the TUI Group's global flagship hotel brand, combining lifestyle, individuality, and authentic vacation experiences. Launched in May 2016 with the TUI BLUE Sarigerme Park, the brand states that its portfolio now includes over 100 hotels in more than 25 countries. Its hotels are positioned in prime locations and offer features such as BLUE Guides, the BLUE App, regional and special-diet cuisine, and tailored activities including the BLUEf!t program. TUI BLUE hotels have received TUI Global Hotel Awards and TUI Quality Awards.
History
TUI BLUE was launched in May 2016 with the TUI BLUE Sarigerme Park. According to its official website, the brand has steadily expanded its hotel portfolio since founding and today includes over 100 hotels in more than 25 countries worldwide. It is described as the TUI Group's global flagship hotel brand.
Products and positioning
Global flagship hotel brand of TUI Group combining lifestyle, individuality, and authentic vacation experiences.
TUI BLUE hotels and resorts
Lifestyle-oriented hotels in prime destinations, with features such as BLUE Guides, the BLUE App, regional and special-diet cuisine, and tailored activities including the BLUEf!t program.
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