TUI Blue marks 10 years of growth and looks ahead to the future of leisure hospitality - Get updated on what's happening in tourism!

TUI Blue is celebrating its 10th anniversary in 2026, marking a decade of growth that has transformed the brand from a single resort on the Turkish Aegean coast into the largest hotel brand within the TUI Group. Since its launch in 2016, the brand has expanded to more than 100 hotels across 24 countries, positioning itself as a key player in the leisure hospitality sector.

The anniversary also provides an opportunity for TUI Blue to outline its vision for the next generation of holiday experiences, where personalisation, technology and wellbeing are expected to play an increasingly important role.

From one resort to a global brand

The first TUI Blue property opened in May 2016 with the launch of TUI Blue Sarigerme Park in Türkiye. The hotel represented a new concept within the TUI portfolio, combining contemporary design, local authenticity and personalised guest experiences.

Over the following decade, the brand expanded rapidly through a combination of owned, managed and franchised properties, becoming a central element of TUI’s hospitality growth strategy.

“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,” said Artur Gerber, CEO TUI Hotels & Resorts.

“By consistently focusing on guest needs and evolving expectations, we have built a brand that combines scale with individuality.”

Consistent experience across destinations

Despite its rapid international growth, TUI Blue continues to focus on a consistent guest experience across its portfolio. The brand’s concept is built around three core elements: personalised service through dedicated Blue Guides, authentic local cuisine featuring regional ingredients, and destination-inspired activities tailored to guest preferences.

The model aims to combine the reliability of an international hotel brand with experiences that reflect the culture and character of each destination.

Anniversary celebrations across the portfolio

To mark the milestone, TUI Blue hotels will host a series of guest activities throughout the summer of 2026. Programmes range from family-friendly entertainment and Kids’ Club events to fitness sessions, culinary experiences and evening activities including live music and silent discos.

The celebrations are designed to reflect the brand’s focus on creating shared holiday experiences for guests of all ages.

Technology and personalisation shaping the next decade

Looking ahead, TUI Blue plans to continue its international expansion, with more than 40 additional hotels currently in the development pipeline. Future growth will be supported primarily through management and franchise agreements.

At the same time, the company expects guest expectations to evolve significantly as digital technologies become more deeply integrated into the travel experience.

“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,” said Louise Bates, Director Brands & Product, TUI Hotels & Resorts.

According to Bates, future hotel stays will become increasingly personalised, with digital tools and artificial intelligence helping hotels anticipate guest preferences before arrival.

Hotels that adapt to individual needs

TUI Blue expects future hotel rooms to become more responsive to individual guest requirements, adjusting elements such as lighting, temperature and entertainment preferences automatically. Automated check-in processes and more intuitive service interactions are also expected to become standard features.

Wellbeing is likely to become an even more important component of the holiday experience, with integrated concepts covering fitness, sleep quality, nutrition, relaxation and mental wellness. Dining experiences are also expected to become more personalised, offering tailored options that reflect 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,” said Bates. “But even as technology evolves, the heart of hospitality remains human. It’s the people and personal moments that define a great holiday.”

As TUI Blue enters its second decade, the brand is positioning itself at the intersection of hospitality, technology and personalised travel experiences, while continuing to build on the foundations that have driven its growth over the past ten years.

Image Credit: TUI Blue Sarıgerme Park © TUI