TUI highlights hotel growth strategy at Brussels Policy Lounge

International

Expansion, sustainability and innovation take centre stage in discussion on the future of European tourism

TUI has underlined the strategic role of its expanding hotel portfolio during a Policy Lounge event in Brussels, where representatives from the tourism and transport sectors discussed the future competitiveness of European tourism. The event focused on the conditions needed to support sustainable hotel investment and the role organised tourism can play in strengthening local economies.

Investment depends on supportive framework conditions

Moderated by Dr. Ralf Palsteitner, Head of the TUI Group Corporate Office EU, the discussion featured Louise Bates, Director Brands and Products TUI Hotels and Resorts, who outlined the company's strategy for expanding its portfolio of more than 450 hotels worldwide.

Participants agreed that Europe's competitiveness depends on regulatory frameworks that encourage investment. Particular attention was given to infrastructure, energy supply, mobility and connectivity, with calls for greater alignment of European funding mechanisms and sustainable energy policies to support the long-term transformation of the tourism sector.

Organised tourism strengthens local economies

The discussion also addressed the contribution of organised tourism compared with less regulated accommodation models such as short-term rentals. According to TUI, structured tourism supports local employment, strengthens regional supply chains and provides greater certainty for destination management.

The company's hotel expansion strategy is based on partnerships with local businesses through joint ventures, management agreements and franchise models, allowing communities to benefit directly from tourism investment.

"Our ambition is to grow a global hotel portfolio from a strong European base. Every hotel represents a long-term investment in its destination, creating local jobs, strengthening regional supply chains and delivering memorable holiday experiences," said Louise Bates.

Sustainability and technology drive future growth

Sustainability remains a central pillar of TUI Hotels & Resorts' growth strategy. The company aims to reduce its absolute CO₂e emissions by 46.2% by 2030 compared with 2019 levels. To support this target, TUI has introduced comprehensive Green Building Guidelines that are publicly available to the wider hospitality industry.

One example is TUI BLUE Montafon in Austria, where renewable electricity, heating from a local biomass plant and high-performance building insulation help reduce operational emissions.

The event concluded with a discussion on the growing role of artificial intelligence in hospitality. According to TUI, AI supports personalised guest services, improves resource management by reducing food waste and automates routine tasks, allowing hotel teams to spend more time interacting with guests.

"Technology helps us deliver better holidays – from reducing food waste and improving operational efficiency to creating more personalised guest experiences. But hospitality will always remain a people business, and innovation should give our teams more time to focus on what matters most: our guests," Louise Bates concluded.