What Sunce Koncern does

Sunce Koncern, operating commercially as Bluesun Hotels & Resorts, is a Croatian hospitality group headquartered in Zagreb (legal entity: Sunce hoteli d.d. za turizam i ugostiteljstvo, OIB 06916431329). The company owns and operates 15 accommodation properties across four Dalmatian coastal destinations: Bol on the island of Brač (Elaphusa 4*, Borak 4*, Holiday Village Bonaca 4*), Brela on the Makarska rivijera (Berulia 5*, Soline 4*, Marina 4*, Maestral Adults Exclusive 4*, Mala Berulia 4*), Tučepi on the Makarska rivijera (Jadran 5*, Alga 4*, Neptun 3*, Holiday Village Afrodita 4*, Heritage Kaštelet 4*), and Starigrad-Paklenica (Holiday Village Alan 3*, Camping Paklenica 4* with mobile homes and parcels). The portfolio spans a 5-star luxury tier down to 3-star and camping/glamping, anchored by iconic locations including Zlatni rat beach, Punta Rata, and proximity to Paklenica and Biokovo national parks.

The revenue model blends accommodation (the dominant stream) with six ancillary verticals: wellness & spa (Thalasso at Elaphusa, Mediterranean spa at Berulia, Natura Bissé treatments at Jadran), food & beverage across multiple branded restaurants and beach clubs (SOL Mediterranean Dining, Taverna Vallum, Kaštelet, Punta Rata, Maestral Beach Club), sports & activities (20-clay Zlatni Rat tennis center, windsurfing, diving, rafting, canyoning, cycling, buggy), packaged excursions to Plitvice, Krka, Dubrovnik, Hvar, Korčula, and Biokovo Skywalk, MICE and team-building services, and airport transfers. Distribution is direct-to-consumer led through bluesunhotels.com, a centralized reservation center (+385 1 3844 288), WhatsApp, and a four-tier Bluesun Rewards loyalty program (Bronze, Silver, Gold, Platinum) restricted to direct bookings and supported by a 5% Best Price Guarantee. OTAs (e.g., Booking.com) supplement reach but are explicitly excluded from loyalty benefits, indicating a deliberate direct-channel margin strategy. The underlying technology stack comprises Oracle (PMS), Phobs (channel manager), HubSpot (loyalty CRM), Microsoft (email), B.I.D. Grupa (web infrastructure), Meta Messenger (member communication), and the Croatian mandatory e-Visitor tourist registration system.

Name

Sunce Koncern

Legal name

Sunce hoteli d.d. za turizam i ugostiteljstvo

Website

https://bluesunhotels.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Sunce Koncern (Bluesun Hotels & Resorts) is a Croatian hospitality group operating 15 owned hotels, holiday villages, and camping sites across four Dalmatian coastal destinations, serving leisure, wellness, active, and MICE travelers through a direct-booking-led model with a tiered loyalty program.

Ownership category

akta.pro rank

Product category

Coastal Hotel and Resort Hospitality

NAICS

Hotels (except Casino Hotels) and Motels (72111), RV (Recreational Vehicle) Parks and Recreational Camps (7212), Other Traveler Accommodation (72119)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Beachfront & Coastal Full-Service Hotels (THAGAAAI)

akta.pro secondary industries

Beachfront & Island Luxury Resorts (THAGACAA), Resort-Area Full-Service Hotels (Non–All-Inclusive) (THAGAAAD), KOA/Chain & Franchise Campgrounds (THAMAJAG), Rooftop Bars & Beach/Pool Bars (THAFAEAJ)

Keywords

• Hotel resort operations
• Wellness spa services
• MICE event hosting
• Outdoor adventure activities
• Coastal vacation packages

Headquarters

HQ city

Zagreb

HQ country

Croatia

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Accommodation revenue: Core revenue from hotel rooms, holiday villages, and camping facilities across 4-5 star properties in Dalmatia, Croatia. Properties include hotels in Bol (Brač Island), Brela, Tučepi, and Starigrad-Paklenica.
2. Wellness & Spa services: Revenue from wellness centers offering massages, beauty treatments, Finnish sauna, steam bath, and Thalasso Wellness services. Uses Natura Bissé products at select properties.
3. Excursions and tours: Organized tours to destinations including Plitvice Lakes, Krka, Dubrovnik, Split, Hvar, Korčula, Biokovo Skywalk, and National Parks.
4. Food & Beverage: Revenue from multiple restaurants and bars including SOL Mediterranean Dining, Taverna Vallum, Kaštelet Restaurant & Bar, Punta Rata, Cocktail Bar Bolero, Maestral Beach Club, and Timun Bar. Includes a la carte dining experiences with local Dalmatian cuisine.
5. Sports & Activities: Revenue from sports activities including tennis (20 clay courts at Zlatni Rat Tennis Center), windsurfing, scuba diving, rafting, buggy rides, kayaking, cycling, and hiking excursions.
6. MICE and Events: Meetings, conferences, team building events, and congress facilities across properties.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Sunce Koncern operates Bluesun Hotels & Resorts, a Croatian hospitality group running 15 owned and operated properties (3- to 5-star hotels, holiday villages, and a 4-star campsite) across four Dalmatian coastal destinations: Bol on Brač island, Brela, Tučepi, and Starigrad-Paklenica. The core commercial offering is accommodation bundled with on-site food and beverage, Thalasso and Mediterranean wellness & spa, sports and watersports (tennis, windsurfing, diving, rafting, hiking, cycling, buggy), organized excursions to Plitvice, Krka, Biokovo, and other regional parks, MICE/conference services, the Bluesun Rewards loyalty program, airport transfer, and a centralized reservation center.

Product overview

Sunce Koncern operates Bluesun Hotels & Resorts, a multi-property Croatian hospitality portfolio comprising 15 accommodation properties across four coastal destinations in Dalmatia: Bol on Brač island (4 properties), Brela on the Makarska rivijera (5 properties), Tučepi on the Makarska rivijera (5 properties), and Starigrad-Paklenica (2 properties). The portfolio spans a five-star tier (Bluesun hotel Jadran and hotel Berulia), multiple four-star hotels and holiday villages (Elaphusa, Borak, Bonaca, Soline, Marina, Maestral Adults Exclusive, Mala Berulia, Alga, Afrodita, Heritage Kaštelet, Camping mobile homes and parcels), and a three-star option (Neptun, Holiday Village Alan). Core offerings include beachfront accommodation, Thalasso and Mediterranean wellness & spa centers, restaurants and beach bars, outdoor activities (windsurfing, diving, rafting, canyoning, hiking, tennis, cycling, buggy), and organized excursions to national parks. The portfolio is supported by the Bluesun Rewards loyalty program with four tiers (Bronze through Platinum), a central Reservation Center, airport transfer services, and meetings & events capabilities. The group is operated by Sunce hoteli d.d. with headquarters at Radnička cesta 43, Zagreb.

Differentiator

Problem solved

Functional benefit

Brands

• Bluesun Rewards: Loyalty program with four membership tiers (Bronze, Silver, Gold, Platinum) offering discounts on accommodations, restaurant and spa benefits, and room upgrades based on nights stayed.
• Bluesun Rewards Privacy Policy

Products and services

• Bluesun hotel Jadran 5* Five-star beachfront hotel in Tučepi on the Makarska rivijera offering premium accommodation with on-site wellness & spa, fine dining, and access to outdoor activities (buggy, rafting, Biokovo hiking) for leisure travelers and small groups.
• Bluesun hotel Berulia 5* Five-star hotel in Brela on the Makarska rivijera offering Mediterranean wellness & spa, fitness facilities, and proximity to the Punta Rata beach for premium leisure stays.
• Bluesun hotel Elaphusa 4* Four-star hotel in Bol on Brač island featuring the Thalasso Wellness & Spa center, the Zlatni Rat Tennis Center (20 clay courts), proximity to Zlatni rat beach, and the Taverna Vallum restaurant.
• Bluesun hotel Borak 4* Four-star hotel in Bol on Brač island offering direct beach access near Zlatni rat, fitness facilities, and windsurfing, diving, and kitesurfing activities.
• Bluesun Holiday Village Bonaca 4* Four-star family-friendly holiday village in Bol on Brač island with fitness facilities, tennis, yoga, volleyball, diving, and windsurfing activities.
• Bluesun hotel Soline 4* Four-star hotel in Brela featuring a beachside wellness & spa retreat, fitness room, individual training, yoga, aerobics, and on-site SOL Mediterranean Dining and SOL Bar.
• Bluesun hotel Marina 4* Four-star hotel in Brela offering beach access, fitness and yoga facilities, buggy adventures, rafting, canyoning, diving, and access to Biokovo Nature Park.
• Maestral Adults Exclusive Hotel 4* Adults-only four-star hotel in Brela on the Makarska rivijera offering wellness & spa inspired by tradition, fitness facilities, hiking, cycling, and the Maestral Beach Club dining experience.
• Bluesun hotel Mala Berulia 4* Four-star hotel in Brela offering fitness facilities with sea views, buggy adventures, rafting, diving, and Biokovo mountain activities.
• Bluesun hotel Alga 4* Four-star hotel in Tučepi on the Makarska rivijera offering cycling, fitness, buggy adventures, rafting, canyoning, and access to the Sportski centar Slatina and Biokovo Nature Park.
• Bluesun hotel Neptun 3* Three-star all-inclusive hotel in Tučepi on the Makarska rivijera offering fitness facilities and access to nearby beach and sports activities, targeted at value-oriented leisure guests.
• Bluesun Holiday Village Afrodita 4* Four-star holiday village in Tučepi offering fitness with sea views, aqua gym, sports center access, buggy, rafting, canyoning, diving, jet ski, water skiing, and Biokovo hiking.
• Heritage Hotel Kaštelet 4* Four-star boutique heritage hotel in Tučepi set in a historic noble summer villa with a romantic seafront atrium, Kaštelet Restaurant & Bar with live music, and access to water sports and Biokovo activities.
• Bluesun Holiday Village Alan 3* Three-star active and family-friendly holiday village in Starigrad-Paklenica near the sea and National Park Paklenica.
• Camping Paklenica - mobilne kućice (mobile homes) 4* Four-star glamping mobile-home accommodation in Starigrad-Paklenica in a forest steps from the sea, with outdoor pool, animation program, and proximity to National Park Paklenica. Premium and Superior tiers available.
• Camping Paklenica - parcele (campsite parcels) 4* Four-star campsite parcels in Starigrad-Paklenica located near National Park Paklenica, with outdoor pool, laundry facilities, BBQ areas, sanitary facilities with showers, and pet-friendly options.
• Bluesun Reservacijski centar (Reservation Center) Centralized reservation service for group bookings, MICE events, allotments, and marketing inquiries, reachable by phone and email.
• Bluesun transfer and taxi service Airport transfer and taxi service connecting Bluesun hotels to Split and Makarska airports, bookable through the reservation center for a surcharge.
• Bluesun sastanci i događaji (Meetings & Events) Meetings, conferences, congress, and team-building event planning services offered across Bluesun properties in Dalmatia for corporate groups.
• Excursions and organized tours Organized day tours to Plitvice Lakes, Krka, Dubrovnik, Split, Hvar, Korčula, Biokovo Skywalk, and Croatian National Parks, bookable through Bluesun Hotels.

Quantifiable outcome

• Last minute discounts up to 35%
• +1 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Partnerships

Five partnerships are on record, tiered core.

• B.I.D. GRUPA D.O.O.coreTechnology or IntegrationWeb server and technical support for Bluesun Rewards loyalty membership system
• HubSpot, Inc.coreTechnology or IntegrationCRM system provider for all membership data management in Bluesun Rewards program
• Phobs d.o.o.coreTechnology or IntegrationChannel manager and booking system containing all reservation information
• Oracle CorporationcoreTechnology or IntegrationPMS (Property Management System) containing reservation information across all properties
• MicrosoftcoreTechnology or IntegrationEmail communication services for customer correspondence

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Valamar Riviera: Largest Croatian hotel company operating full-service and resort properties across Istria, Kvarner, and Dubrovnik. Closest direct peer — same domestic market, similar full-service coastal/resort product mix, and similar multi-tier strategy.
• Maistra: Croatian hotel group (Adris Grupa subsidiary) operating resort hotels, campsites, and lifestyle properties primarily in Istria. Highly comparable multi-property coastal model with overlapping F&B, wellness, and MICE offerings.
• Plava Laguna: Istria-based hospitality company operating hotels, holiday villages, apartments, and campsites. Direct peer in product breadth (hotels + holiday villages + camping) and family-leisure customer focus.
• Aminess Hotels & Resorts: Croatian hotel and camping chain in Istria and Kvarner, with a similar portfolio of hotels, resorts, and campsites. Comparable mixed-tier coastal product targeting families and active-holiday guests.
• Liburnia Riviera Hoteli: Croatian hospitality company operating full-service hotels and resorts in Opatija Riviera. Comparable domestic coastal lodging operator with overlapping leisure and MICE segments.

Broad incumbents

• Falkensteiner Hotels & Residences: Austrian-headquartered hotel group with strong Adriatic presence (Croatia, Italy, Austria). Comparable 4-star family-resort positioning and Mediterranean focus, but broader geographic footprint.
• Meliá Hotels International: Global Spanish hotel operator with Mediterranean resort properties. Useful as a broader-incumbent benchmark for Mediterranean beach resort scale, positioning, and MICE/leisure mix.
• TUI Hotels & Resorts: European tour operator and hotel owner managing large resort portfolios across the Mediterranean. Comparable resort-leisure customer base and Mediterranean pricing dynamics, though much larger scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/BluesunHotels

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries15 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sunce Koncern