Connect your hotel to one of Europe’s leading leisure and travel platforms

We’re excited to announce that TUI Dynamic - European Markets is now available as a channel partner through primalres, opening new opportunities for the hospitality industry.

Why TUI Dynamic - European Markets matters for your property

As a comprehensive leisure platform, TUI combines advanced technology with human expertise to simplify travel planning and delivery. A strong commitment to accessibility and relevance ensures that each experience is tailored to individual traveler needs.

Through the TUI Dynamic - European Markets interface with primalres, hotels gain the ability to distribute real-time dynamic rates, restrictions, and availability. This integration increases flexibility and responsiveness, enabling partners to remain competitive and closely aligned with market demand.

• Source Markets: Germany, Austria, Switzerland, Poland, the UK, Ireland, Sweden, Norway, Finland, Denmark, Belgium, and the Netherlands.
• Target Property Types: Hotels, Boutique, Luxury
• Target Market: Global

Which are the key differentiators of TUI Dynamic - European Markets in European and global markets?

TUI Dynamic - European Markets stands out in both European and global markets by combining the strength of a globally recognized leisure group with the flexibility of real-time dynamic distribution. Through its integrated ecosystem, advanced technology, and powerful source market reach, it offers hotels a uniquely competitive and scalable route to high-value demand.

Fully integrated business model (End‑to‑End control)

TUI stands out through a highly integrated ecosystem of hotels, airlines, cruise lines, destination services, retail distribution, and digital platforms.

This integration enables:

• Consistent quality across the entire journey,
• Optimized capacity and yield management,
• Competitors often operate more asset‑light, while TUI's ownership of key elements (such as hotels, aircraft, and cruise ships) strengthens exclusivity and profitability.

Broad market presence across Europe & international scale

TUI is one of the largest tourism players in Europe, with leading positions in major source markets such as Germany, the UK, the Nordics, Benelux, France, and Spain.

Its global reach -covering over 180 destinations worldwide- enables:

• Strong negotiating power,
• Broad product availability,
• Standardized global processes.

Strong position in the package and accommodation‑only holiday segment

Package holidays remain a highly relevant product category in Europe.

TUI benefits from:

• Its own airline for optimal capacity coordination,
• Its own hotel brands for strong product differentiation,
• Omnichannel distribution (online channels + ~1200 travel agencies).

Compared with digital-only platforms, TUI differentiates through the “all-in one service ecosystem” with operational control, safety, and on-site support.

Unique hotel & experience brands

TUI operates a wide portfolio of exclusive hotel and experience brands, ranging from premium clubs to lifestyle hotels and family resorts.

These brands create:

• Strong recognition,
• Customer loyalty,
• Differentiated travel experiences.

In addition, TUI is expanding strongly in the Tours & Activities segment, positioning itself as a major player in this fast-growing market.

Sustainability

TUI distinguishes itself through comprehensive sustainability programs, such as:

• The TUI Care Foundation, active in more than 25 countries,
• Sustainable experience and hotel concepts,
• Early adoption of technologies like Sustainable Aviation Fuel (SAF).

Sustainability is increasingly important in European markets and represents a meaningful competitive advantage.

How does TUI Dynamic - European Markets ensure guest satisfaction?

TUI’s reputation is built directly on guest feedback. Every evaluation, recognition, and quality benchmark is rooted in real traveler experiences rather than internal assessments. This transparent, data-driven approach ensures that performance is continuously measured and improved across markets and property types.

Guest Review scores (CSQ / Post‑Holiday Surveys)

TUI measures hotel and service satisfaction using Customer Satisfaction Questionnaires (CSQ) submitted by guests after their holidays. Hotels qualify for TUI’s top awards only if they achieve accommodation scores within the top 10% worldwide.

Additionally, TUI regularly collects post‑holiday survey satisfaction scores across markets, tracked via various dashboards. Examples include service satisfaction, agent satisfaction, customer effort, and first‑contact resolution.

Awards based directly on guest satisfaction data

The TUI Global Hotel Awards are presented to properties that achieve outstanding results.

• Winners are chosen exclusively based on guest feedback and CSQ results.
• Only hotels in the top 10% accommodation scores globally are eligible.
• TUI Top 100 & TUI Quality Awards: Awarded annually across multiple source markets (DE, UK, Nordics, etc.) based on guest survey results from the previous season.

How does seamless connectivity via primalres enhance your distribution strategy?

With the TUI Dynamic - European Markets interface, hotels can send:

• Real-time dynamic rates
• Availability
• Restrictions

This ensures faster reactions to market demand, improved flexibility, and stronger competitiveness across TUI’s distribution channels.

Ready to get started?

If you’re looking to expand your reach, strengthen your brand visibility, and connect with a trusted global tourism leader, TUI via primalres is a powerful addition to your distribution strategy.

To express your interest, please email: channelmanager@tui.de

If you already have a partnership contract with TUI in place, please reach out to your well‑known contact partner.