Tui is to launch its own hotel brand, Tui Blue, with the first two properties due to open in Turkey this week and next.
Tui Blue Sarigerme Park on the Aegean coast and Tui Blue Palm Garden (pictured) on the Turkish Riviera will be marketed to customers in the UK and be “technology-driven”.
It is the first time the travel giant has launched an all-inclusive hotel with the Tui brand in the name.
Sarigerme Park will open this Friday and the Blue Palm Garden on May 14.
Other Tui Blue hotels are planned to open in Schladming, Austria, in November, and Fleesensee, Germany. A Tui Blue hotel is due to open in Castelfalfi, Tuscany, in spring 2017.
The properties, which formerly operated as the Iberotel Sarigerme Park and Iberotel Palm Garden, have previously been popular with German tourists.
They have since been bought by Tui and have undergone full renovations, with a particular focus on health and fitness.
However, the company acknowledged there had been a drop-off in bookings to Turkey following recent terror attacks.
A spokeswoman for Tui said: “Guests remain cautious. Usually we have about two million guests in Turkey. Currently, about 800,000 of these guests wish to go to other destinations.
“However, Turkey remains a very popular destination, in particular with our German guests.
“Hotel standards are extremely high and there is a lot of value for money. Turkish hoteliers are offering very attractive prices at the moment. Bookings for Turkey will increase but will come very late. Experts see Turkey as the last-minute goal of 2016.”
A Tui Blue app will let guests book excursions, give preferences for room service and connect with other guests. Bluetooth speakers are installed in all rooms for guests to connect devices and play music.
The hotel’s BlueFit programme includes fitness, meditation and yoga classes, nutrition specialists and healthy dining options.
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