TUI BLUE Jadran by TUI AG - seaside classic in the package portfolio
Published on 07/26/2026 at 10:46 | Editorial responsibility: Rafael Müller, Editor-in-Chief AD HOC NEWS
TUI BLUE Jadran is that kind of hotel where you first notice the salt on your skin before you even drop your bag in the room. Waves roll against the rocky Adriatic shore just below the infinity pool, and guests walk past pine trees that smell faintly of resin.
Seaside package focus
With TUI BLUE Jadran, TUI AG pushes a classic product: the all-inclusive seaside package holiday aimed at couples and adults rather than families with small children. Official hotel page The property sits on Croatia’s Makarska Riviera near Tu?epi, a stretch known for steep mountains rising straight behind the beach.
The concept folds flights, transfers and hotel into one TUI package, typically on a seven- or fourteen-night basis from key source markets like Germany and the UK. TUI UK listing Chief Executive Sebastian Ebel has repeatedly stressed in recent investor calls that TUI wants more direct, controlled product like company-operated hotels, and Jadran fits that narrative.
Design and target guests
TUI AG and its hotel-heavy strategy
How TUI AG leans on brands like TUI BLUE, Riu and Robinson to stabilise earnings beyond flight capacity.
Product manager Anja Fuchs at TUI BLUE describes Jadran as a “hotel for adults who like their seaside quieter but not boring”, pointing to the focus on swim-up rooms, a rooftop bar and evening live music rather than water slides. TUI BLUE growth story The building itself is a refurbished 1960s hotel, but inside, the décor leans towards light wood, clean lines and blue textiles matching the sea outside.
Guests step out of their rooms onto balconies with metal railings that heat up under the midday sun, a physical detail that matters when you’re deciding whether to sit outside or retreat to air conditioning. Public spaces include multiple pools and direct beach access via stairs.
Package pricing and availability
TUI sells TUI BLUE Jadran primarily as part of its TUI Pauschalreise offering, bundling charter flights from German airports like Düsseldorf and Munich with transfers and hotel stays. TUI Germany package page Prices on the German site commonly start around 900 to 1,100 euros per person for seven nights including flights in shoulder season, with higher tariffs in July and August.
Individual hotel-only bookings are also possible through the TUI BLUE website and other bedbanks, which makes Jadran relevant beyond pure TUI charter customers. Third-party listing For TUI, however, the margin is better when flights and ancillaries like seat selection and checked bags flow through its own channels.
How the product supports TUI AG
In recent quarters, Sebastian Ebel has highlighted the hotel segment and “asset-light” partnerships as stabilisers for TUI’s earnings profile. Investor overview Jadran is operated under the TUI BLUE brand, which allows TUI to control service standards and cross-sell excursions and digital extras through its app.
The seaside classic package at TUI BLUE Jadran feeds directly into that strategy: stable room inventory, predictable seasonal demand and strong attachment rates for add-ons like excursions to nearby islands or wellness treatments. On Xetra, the TUI AG share reflects how investors rate that kind of repeatable product.
Key facts: TUI BLUE Jadran
- Product: TUI BLUE Jadran
- Manufacturer: TUI AG
- Category: Classic/Longseller seaside package holiday
- Market launch: Hotel reopened and branded as TUI BLUE Jadran around 2018
- MSRP / Price: From roughly 900 EUR per person for 7 nights including flights from Germany in shoulder season, depending on airport and date
- Availability: Bookable via TUI Germany, TUI UK and TUI BLUE websites, primarily during the Mediterranean summer season
- Target group: Adults and couples seeking an all-inclusive or half-board seaside package with a quieter atmosphere
- Highlight / USP: Direct Adriatic waterfront location with adult-focused TUI BLUE branding and integrated TUI Pauschalreise flight and transfer packages
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