TUI Group is taking significant steps to expand its business and improve accessibility for travelers with the initiation of innovative programs and new hotel openings. This summer, the company will introduce sensory rooms aimed at supporting neurodivergent guests at two of its properties, reflecting its commitment to making holidays more inclusive.
The TUI Blue Nausicaa Beach hotel, located in Larnaca, Cyprus, is set to reopen on April 15, 2025, and will be one of the first to feature these sensory rooms. The TUI Blue Aura hotel in Ibiza will follow suit on May 1. These specially crafted spaces will provide calming environments equipped with soft lighting, interactive sensory equipment, and quiet zones, catering to guests who might feel overwhelmed by the hustle and bustle of travel.
"TUI is committed to making holidays accessible for all customers, including neurodivergent guests," says Louise Bates, TUI Hotels & Resorts brands and product director. She elaborated on the importance of creating tranquil spaces, emphasizing, "Overstimulating environments can be challenging, so we are taking steps to make our hotels more inclusive. These new sensory rooms will provide a calm and comfortable space, helping families enjoy a truly relaxing holiday."
Alongside the introduction of sensory rooms, TUI has ramped up neurodiversity awareness training for all frontline staff across its hotels. This initiative includes new communication tools for kids’ clubs to improve interaction and planning for younger guests. Bates added, "This is just the beginning as we work toward becoming the most neuro-friendly travel company possible."
On the business growth front, TUI is also opening its 20th hotel in Asia, marking another significant milestone for the company as it aims to almost double its global property portfolio from 433 to 600 hotels. The TUI Blue Guilin Watermark Promenade, located on the picturesque banks of the Li River, will offer 59 rooms and is part of TUI’s plan to expand throughout Asia, including anticipated openings in Vietnam and Cambodia.
"With our new hotels in Asia, we are now also increasingly attracting Asian guests holidaying in the region and are growing beyond our European hemisphere," stated Sebastian Ebel, Group chief executive of TUI. He highlighted how the company has historically excelled at bringing European guests to Asia through various branded offerings, such as Robinson clubs and Riu hotels.
Peter Krueger, CEO of TUI Holiday Experiences, expressed excitement over the new hotel openings, saying, "We are thrilled to expand our presence in Asia with the opening of the Tui Blue Guilin Watermark Promenade. The great interest from our new franchise partners shows TUI’s strong hotel brands are well received. Together, we look forward to welcoming guests from around the world to experience one of China’s most scenic regions."
Adding to the excitement, TUI has unveiled plans for direct flights from Manchester to Kajaani, Finland, establishing itself as the first UK operator to offer such services to the destination this upcoming December. TUI's Arctic Lakeland package, which runs from December 3 to 28, will allow families to enjoy unique winter experiences.
Chris Logan, TUI UK & Ireland commercial director, remarked on the appealing new offering, saying, "We are now the first UK operator to offer direct flights to Kajaani... delivering everything families love about Lapland." The package will provide opportunities for skiing, husky sledding, and meeting Santa himself, with flexible travel dates available. This move exemplifies TUI's strategy to offer new, competitive Christmas experiences.
Across all these initiatives, TUI aims to redefine its approach to customer service. The company's commitment to enhancing accessibility for neurodivergent travelers has sparked significant conversation within the travel industry. Neil Swanson, UK and Ireland managing director, noted, "This project has transformed TUI’s approach to neurodiversity... fundamentally reshaping how the business treats its neurodivergent customers. We have seen significant shifts in awareness among employees about neurodiversity and how it can impact both colleagues and customers."
By continuously improving its offerings and focusing on accessible tourism, TUI is setting new standards for inclusivity within the travel sector. The company’s developments reflect its broader commitment to environmental sustainability and community engagement through initiatives like the TUI Care Foundation, aiming to involve local populations and promote ecological awareness.
With innovative projects like sensory room installations and targeted market expansions through new hotel openings, TUI Group is not just enhancing its business model; it is fundamentally reshaping how travel companies can offer enriching and accessible experiences for all.