The Tui Blue hotel portfolio will grow from 10 to around 100 by 2020, with Tui set to focus on growing the brand’s presence in growth regions such as south-east Asia and the Indian Ocean.

Its Sensimar and Family Life brands will be retained for summer 2019 and winter 2019/20 before reopening for summer 2020 under the Tui Blue brand, the operator said on Friday (March 1).

“Hotels remain a strong and attractive growth segment, and Tui has many years of experience as a hotel developer, investor and operator,” said Tui Group chief executive Fritz Joussen.

“Tui is the leading international tourism brand. What we were lacking was a hotel brand with a global presence incorporating Tui in its name,” said Jousson.

“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 10 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.”

According to Tui, the move will aim to build on Tui Blue’s “strong footprint” in southern Europe and the Caribbean.

Travel agents will be provided new “clear guidance” on the operator’s hotel offerings to ensure they can meet customer preferences.

Its portfolio will be divided under headings including Tui Blue for All, which will aim to offer authentic local experiences; Tui Blue for Two, its adults-only concept; and Tui Blue for Families.

Ambitions for the Tui Blue’s growth include further rolling its Select Your Room service and greater functionality from its app.

Erik Friemuth, managing director Tui Hotels and 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.“

Tui’s other hotel brands and concepts will not be affected by the move. Besides Tui Blue, the group’s growth strategy will focus on its Riu brand, club brands Robinson and Magic Life, and its five-star Sensatori resorts.

This growth will be supported by joint venture partnerships with Atlantica and Grupotel, and other third-party hoteliers.