The Germany-based integrated tourism group has formed a joint venture with local travel and hospitality enterprise Thien Minh Group to invest in the first TUI Blue hotel brand in Vietnam, targeting European and Asian guests.
By expanding in Asia, TUI Group is driving its growth roadmap for its TUI Blue further ahead. The brand is set to become the world’s largest leisure hotel brand and increase its portfolio to more than 100 hotels by 2020.
“We see great potential for TUI Blue in Asia and are already pursuing further growth plans. Destinations in South East Asia enable us to operate our hotels all year round, irrespective of the season, and to tap into new target groups,” said Sebastian Ebel, TUI Group executive board member in charge of Hotels & Resorts.
The hotel features 318 rooms and is situated in a beachfront location on the fine sandy Tam Tien beach on central coast of Vietnam.
Holidaymakers can combine their stay with a visit to the seaside town of Hoi An. Its well-preserved ancient town with numerous canals and diverse architectural styles is a UNESCO World Cultural Heritage site.
“Vietnam is a perfect hotel location for travellers interested in culture. The country offers ideal conditions for guests wishing to combine their stay with authentic local experiences,” said Artur Gerber, managing director TUI Blue.
“From 2020, we will label corresponding hotel offerings as ‘TUI Blue For All’,” he added.
TUI Group’s current portfolio now comprises six own hotels in Asia, including three Robinson Clubs in the Maldives and in Thailand and three Riu hotels in Sri Lanka and the Maldives. In addition, TUI operates three concept hotels in the region.
TUI Blue Nam Hoi An is the first hotel of the world’s leading tourism group in Vietnam. The resort, to be converted and extended in the style of the flagship brand, will expand TUI Group’s portfolio of long-haul destinations for European holidaymakers. The hotel also targets the growing number of guests from Asia.
TUI Care Foundation also runs projects in Vietnam. In cooperation with Plan International, it launched a new initiative in Hue in 2018. The TUI Academy offers vocational training for 350 disadvantaged young women and men, including 180 tourism-related training places.
TUI Group recorded €19.2 billion in turnover and €1.177 billion in operating profit. Its tourism value chain includes around 330 group-owned hotels and resorts with premium brands such as RIU and Robinson as well as 17 cruise ships ranging from the MS Europa to Mein Schiff fleet of TUI Cruises and the vessels of Marella Cruises in the UK.
The group also runs international tour operator brands, 1,600 travel agencies in Europe and five European airlines with around 150 modern medium- and long-haul aircraft.
Thien Minh, meanwhile, has grown from a boutique adventure tour operator into a privately-owned travel and hospitality group in Vietnam. Its four main business lines consisting of hospitality (Victoria Hotels & Resorts, ÊMM Hotels & Resorts, Emeraude Cruises, L’Azalée Cruises, and the Spice Viet Restaurant chain), online travel agency (iVIVU.com), tour services (PEAK Vietnam), and aviation (Hai Au Aviation).
In 2017, Thien Minh announced its signing of a joint venture agreement with TUI Group to invest in a 4-star TUI Blue Quang Nam Hotel project in Binh Hai village of Quang Nam province.
TUI Group has however clarified that the TUI Blue Quang Nam project was merely an memorandum of understanding between the group and Thien Minh at the point of signing, for which they agreed to build a hotel together. The project later on has been developed into an international five-star property called TUI Blue Nam Hoi An.