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Analysis

TUI Blue, the leisure hospitality industry's future leading brand?

Tourism giant TUI has announced a revision of its hotel brands now focused on a mega-brand TUI Blue. TUI Sensimar and TUI Family Life will disappear before summer 2020.

The TUI Blue project: a leading megabrand in leisure hospitality

The brand will be developed under 3 names for 3 concepts corresponding to 3 different targets: TUI Blue for Two (for couples), TUI Blue for All (local immersion), TUI Blue for Families (family club formula). TUI Blue refers to a "modern, casual, low-key brand, attractive for different target groups and life phases" for Erik Friemuth, Director of TUI Hotels & Resorts. When it was launched in 2017, TUI Blue aimed at hosting a large portfolio of properties.

This merger accelerates natural growth and will make it one of the world's leading brands in this leisure hotel segment with up to 100 hotels and a global presence in 2020. At the same time, TUI will continue to develop more targeted concepts through RIU Hotels brands, which are exclusively associated with beach hotels, Robinson, upscale clubs focusing on relaxation and well-being, TUI Magic Life, clubs focusing on entertainment and original leisure activities and TUI Sensatori, SPA hotels.

TUI's current hotels & resorts brands
TUI's current hotels & resorts brands

 

Hotels & Resort Segment at the heart of the "TUI 2022" strategy

Through this simplification of brands, TUI reaches a next step in the hospitality business: "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 [...]. After the successful launch phase of the first ten hotels, building the brand as our global flagship hotel brand is the consistent next step for us to significantly expand our hotel segment," says Fritz Joussen, CEO TUI Group.

After the successful launch phase of the first ten hotels, building the brand as our global flagship hotel brand is the consistent next step for us to significantly expand our hotel segment.

Fritz Joussen, CEO TUI Group

The hotels & resorts sector, the Tours & Activities sector and China and the South-East Asia markets are the German giant's main development priorities. After the acquisition of Musement, an Italian start-up offering a wide range of leisure activities around the world, TUI announced on Monday, March 11, a strategic partnership with the Chinese online travel agency Ctrip. This alliance makes it possible to bring the 150,000 activities in the Musement catalogue and the 200 million CTrip users within a click's reach.

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