Authentic hotel storytelling: How TUI BLUE collaborates with content creators

TUI BLUE is reshaping how hotel experiences are presented in the digital space – not through traditional influencer marketing, but by telling real travel stories. Since 2023, the brand has collaborated with filmmaker and content creator Albert Rano to create authentic video content that brings selected hotels to life through a cinematic lens.

To date, eight videos have been produced in various TUI BLUE hotels across Europe and North Africa, with more in planning. Each video showcases a different destination and focuses on capturing everyday moments – from breakfast with a view to exploring the surrounding nature, relaxing at the pool, or joining an evening event. Instead of polished advertising clips, these videos offer viewers a chance to truly get a feel for the atmosphere and rhythm of each hotel.

This authentic approach resonates with audiences: Compared to conventional image videos, the average view time of these productions is significantly higher, underlining the power of narrative and visual immersion. Comments and engagement consistently show that viewers are not just watching – they’re curious, asking questions, and considering a stay.

Albert Rano is not positioned as an influencer in this collaboration. His role is that of videographer, storyteller, and observer, capturing experiences without dominating them. The spotlight remains entirely on the hotel, its location, and the types of holidays it enables. It’s a form of storytelling that feels grounded and genuine – ideal for an audience that values substance over promotion.

Each production follows a clear editorial framework: Together with TUI BLUE, Albert develops storylines tailored to the character of the hotel and its environment. The focus is always on visual storytelling, with strong imagery and minimal narration. The resulting content is published primarily on the TUI BLUE YouTube channel, where it supports the brand’s long-term goal of building an emotional connection to its hotels through high-quality content.

These videos are a cornerstone of TUI BLUE’s YouTube strategy. While reach and virality are not the primary KPIs, the format has proven effective in strengthening viewer retention and engagement. Viewers spend more time watching, interact more frequently in the comments, and often express a desire to learn more about the specific locations featured.

The videos complement existing content on the channel and serve as inspiration during the decision-making phase of travel planning. They provide a relatable, visually rich alternative to traditional promotional formats and play an important role in shaping the emotional identity of the brand.

While selected clips from these productions are also used on platforms like Instagram and TikTok, the focus remains on long-form content and visual storytelling. TUI BLUE continues to develop a wide range of native formats for social media, meaning that this collaboration functions as a valuable addition, not a centerpiece, of its broader digital content strategy.