TUI Group’s hotel brand TUI BLUE has signed 13 new management and franchise agreements with international partners.
Headquartered in Germany, TUI Group is a leisure, travel and tourism group operating across the world.
These new signings bring the total number of planned hotel openings to 22 across 13 countries.
TUI BLUE aims to continue its growth after five successful new hotel openings so far in 2023, focusing on expanding into new holiday destinations in Asia and Africa.
It plans to enter Bali, Indonesia and the Gambia for the first time, as well as expand its portfolio in Vietnam.
TUI Hotels & Resorts managing director Erik Friemuth said: "Our hotel business is performing strongly and we are driving projects across different brands of the Group at a high pace.
"With the growth of TUI BLUE, we are also expanding our targeted customer base in Asia and Africa. For example, our hotels in China will primarily welcome local holidaymakers."
In 2024, seven openings are scheduled across China, Cambodia, Vietnam and the Gambia.
TUI BLUE managing director Artur Gerber said: "TUI BLUE stands for individual holiday experiences with a local touch, a trend that is well received worldwide.
"Our future partners want to make their hotels accessible to an international target group but at the same time convey the uniqueness and culture of the respective country. TUI BLUE provides the best prerequisites for this."
The brand claimed that it has further boosted its above-average satisfaction scores, with nine out of ten guests recommending the brand to others.
Additionally, its digital service, the BLUE app, was redesigned, offering diverse options for present and potential guests to customise their holiday plans.
