TUI Hotels & Resorts Navigates Asian Market: An Interview with Co-CEO Artur Gerber on Strategic Growth and Authentic Experiences

Wednesday, July 29, 2026

In a recent, wide-ranging discussion surrounding the Vietnam Hotel Innovation Summit, Artur Gerber, Co-CEO of TUI Hotels & Resorts, outlined a compelling vision for the future of global hospitality. As the industry evolves, the core theme of Gerber’s insights centres on navigating strategic growth across the dynamic Asia Pacific (APAC) region, balancing rapid expansion with a steadfast commitment to responsible development, sustainability, and highly authentic guest experiences.

With nearly four decades of expertise traversing the hospitality sector, Gerber is a driving force behind TUI’s global hotel business. Before ascending to his current role, his distinguished career included senior leadership positions at renowned brands such as Dorint Hotels & Resorts, Center Parcs, Aldiana, and HMS Hotel Management Services. Since joining TUI Group in 2015, Gerber successfully launched and expanded TUI BLUE, transforming it into one of the fastest-growing hotel brands in the company’s history. Today, he remains dedicated to solidifying TUI’s reputation as a premier global leisure hotel operator.

TUI Hotels & Resorts, a pivotal division of the broader TUI Group ecosystem, operates a diverse and prestigious portfolio of brands tailored to various leisure markets, including TUI BLUE, ROBINSON, TUI MAGIC LIFE, TUI SUNEO, and The Mora. By leveraging TUI’s integrated tourism network, the company uniquely connects premium hotel stays with curated excursions, activities, and seamless destination services.

Looking toward the APAC market, Gerber views countries such as Vietnam, Cambodia, China, Thailand, and Japan as crucial pillars for long-term ambition. He highlights a significant shift in modern travel trends, noting that today’s guests increasingly demand seamless digital interfaces, multi-destination journeys, and deep connections with local cultures beyond traditional tourism hotspots. Through this strategic lens, Gerber emphasises that the future of the travel industry relies on collaboration and innovation, ensuring that high-quality, memorable holidays also create lasting, positive economic value for local communities.

How are you feeling about being at this event today?

While I am not able to attend in person, I am delighted that TUI Hotels & Resorts is represented by our colleague Phan Huu Duc, Regional Business Development Director Asia Pacific. Vietnam has become one of our most important growth markets in Asia, and events such as the Vietnam Hotel Innovation Summit provide an excellent platform to exchange ideas, learn from industry peers, and discuss the future of hospitality. We are proud to be part of that conversation.

What are your key priorities for the APAC region?

Asia Pacific is a strategic growth region for TUI Hotels & Resorts. Our priorities are to expand our portfolio in selected destinations, strengthen long-term partnerships with hotel owners and investors, and deliver the high-quality leisure experiences our brands like TUI Blue, Robinson, The Mora and TUI Suneo are known for. At the same time, we want to grow responsibly by supporting sustainable development and creating value for local communities. Markets such as Vietnam, Cambodia, China, Thailand and Japan play an important role in our long-term ambitions for the region.

What trends are shaping hotel travel in APAC?

We see several key trends across the region. Travellers increasingly seek authentic experiences that connect them with local culture, cuisine and communities. Multi-destination journeys are becoming more popular, particularly in Southeast Asia. At the same time, guests expect greater flexibility, seamless digital experiences and a stronger focus on sustainability. Another important trend is the growing demand from both regional and international travellers for high-quality leisure hotels in emerging destinations beyond the traditional tourism hotspots.

How is TUI Hotels & Resorts enhancing the guest experience?

Our focus is on creating memorable holiday experiences that combine international quality standards with local authenticity. Across our brands, we continue to invest in guest-centric concepts, digital innovation and personalised services. We also benefit from TUI’s integrated tourism ecosystem, which allows us to connect our hotel experiences with excursions, activities and destination services. The goal is simple: to make every stay more enjoyable, more seamless and more meaningful for our guests.

What message would you like to share with the global travel industry?

The travel industry has enormous potential to be a force for economic development, cultural exchange and positive change. To unlock that potential, we must continue working together across destinations, brands, investors and governments. Growth remains important, but long-term success will depend on quality, innovation and responsible development. If we keep the guest at the centre of everything we do, while protecting the destinations that make travel so special, our industry’s future is very bright.

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