Tui is to drop its Sensimar and Family Life hotel brands and shift them to its “flagship” Tui Blue range, which it wants to become the largest leisure hotel brand in the world.
Tui Blue properties will increase from ten to 100 by 2020, and from summer 2020 Tui Group says it will cluster its Sensimar and Family Life hotels under the brand.
Current Tui Blue properties will be known as Tui Blue For All, adult-only Sensimar hotels will be Tui Blue For Two and Family Life properties will become Tui Blue for Families.
More Tui Blue openings are planned in the Indian Ocean and South East Asian markets.
“Hotels remain a strong and attractive growth segment, and Tui has many years of experience as a hotel developer, investor and operator,” said Fritz Joussen, chief executive of Tui Group. “Since the development and launch of Tui Blue three years ago, the Tui brand name has become part of the hotel experience.
“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, go even more global with the brand and increase the target audience.“
Erik Friemuth, managing director, Tui Hotels & Resorts, added: “Comfort, quality, design and authentic experiences of the country – these are the hallmarks of Tui Blue. It is a modern, casual, low-key brand, attractive for different target groups and life phases.”
The company said Tui Blue will provide clear guidance to travel agents searching for hotel offerings to fit customers’ preferences.
Features such as Select Your Room and the Blue app will be launched in all hotels. Tui’s other hotel brands and concepts, such as Riu, Robinson, Magic Life and Sensatori, will not be affected.