Riu keeps resorts and grows in cities

JSBy Joan SanzCurated by Joan Sanz. · August 2, 2026 · Follow on LinkedIn

Voice reading · ~1 min

Riu Hotels will keep opening urban hotels under its Riu Plaza brand, but with a clear rule: the resort business remains the company's core. That's what CEO Luis Riu has confirmed, as reported by Hosteltur. In short: the city adds, but the resort rules.

The interesting part is not that Riu Plaza keeps growing, we already knew that. It's that the brand is now setting where it wants to play and where it doesn't. Selective urban expansion, no dispersion, with the resort portfolio protecting the bottom line. For a family company of this size, that's having a very clear vision.

My take: in a market where everyone rushes into urban tourism, Riu proves that product discipline is also a growth strategy. If you want to compete in the city, know that Riu won't abandon its stronghold to do it.

Quick questions

Is Riu leaving resorts for city hotels?

No. Resorts remain Riu's core business. The Riu Plaza urban expansion continues, but as a complement, not a replacement.

What is Riu Plaza?

It's Riu Hotels & Resorts' urban hotel line, focused on cities. The brand will keep growing, but with selective criteria.

Who confirmed Riu's strategy?

CEO Luis Riu, as reported by Hosteltur. His priority is clear: city adds, resort rules.

Why does Riu keep resorts as the priority?

Because it's the core business and the strength of the brand. Urban growth is an opportunity, not a change of model.

What does this mean for the urban hotel sector?

Riu will compete in cities with a disciplined strategy without losing focus on its resort base. A mature move in a crowded market.

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