The first adults-only Tui Blue lifestyle hotel was opened in Portugal yesterday.

The opening of Tui Blue Falesia signals the start of this year’s growth phase for the group’s new hotel brand.

Three more properties will follow in Tunisia, Spain and Turkey by the summer, expanding the portfolio to a total of ten hotels.

The Tui Blue properties are existing hotels repositioned from Tui’s Hotels & Resorts portfolio.

The brand will focus on adults and couples with the 4.5-star Tui Blue Falesia featuring 349 rooms located on the Algarve between Faro and Lagos.

Tui Blue is targeting an international audience aged over 16 with an affinity for lifestyle, seeking authentic holiday experiences.

March will see the opening launch of the Tui Blue Palm Beach Palace hotel in Djerba, followed by Marmaris in
Turkey and the Tui Blue Rocador in Majorca in May.

Artur Gerber, managing director of Tui Blue, said: “Since the launch of the Tui Blue brand in 2016, we have recorded above-average customer satisfaction scores.

“With the Tui Blue Falesia, we are planning to continue this success story in Portugal.

“This year’s four new openings are positioned as adults-only hotels in order to expand Tui Blue’s portfolio for this continually growing target audience.”