Luxury beach clubs are to be created by Tui as the group expands under the Sensatori brand.
Premium beach clubs called IVÓ Beach are planned together with a speciality dining option under the name Restaurant 10.
The first adults-only Tui Sensatori five-star plus property is also to open next to an existing resort at Fethiye in Turkey.
Called The Residence, the hotel is due to start accepting holidaymakers in 2019.
The property will feature Lake House Suites with outdoor hot tubs or swim up pools and a day time butler service.
The Residence’s expansive pools will give the illusion that the resort is floating on water, according to the operator.
The company has also added a 304-room Sensatori resort in Rhodes with more swim up rooms than any other in the portfolio. The property includes 14 food and drink outlets and a spa.
IVÓ Beach is described as a space where couples and families alike can relax and dine on fresh cuisine, focusing on locally sourced seafood.
Beach club packages can be tailored to each guest. They will receive a personalised recommendation of what package would suit their needs on arrival and requirements to re-balance their senses. The first IVÓ Beach will launch next year at an unspecified destination.
Restaurant 10 will include the chance to experience ‘sonic seasoning,’ when different pitches of sound influence the basic taste receptors of sweet, bitter, sour and salty, Tui said.
Tui concept management director Louise Bates said: Tui Sensatori continues to push the boundaries of fuelling the senses for the ultimate luxury holiday.
“As our hotel portfolio grows, we look for exciting new ways we can create multi-sensory experiences for our guests to fall in love with.
“We are extremely excited for the launch of IVÓ Beach and Restaurant 10, and hope that these experiences will inspire people to further engage with their senses.”