TUI Blue is the global flagship hotel brand of the TUI Group, but the ownership model is a mix of direct ownership, joint ventures, and management contracts. TUI Group does own many of the properties outright through its "Hotels & Resorts" division, which is a key part of its integrated business model. However, to scale the brand globally, TUI frequently enters into franchise or management agreements with local third-party hotel owners who agree to operate their properties under the TUI Blue brand standards, design, and service philosophy. This allowed TUI to rapidly expand the brand to over 100 hotels across Europe, Asia, and Africa by 2026. Whether the physical building is owned by TUI or a local partner, the guest experience—including the "Blue Guides," specialized fitness programs (BLUEf!t), and digital "BLUE App" integration—is strictly controlled by TUI to ensure brand consistency. This "asset-right" strategy helps TUI maintain a massive global footprint while reducing the heavy capital burden of owning every single piece of real estate in its portfolio.