# Riu keeps resorts and grows in cities

Canonical-URL: https://notitur.com/en/digest/riu-urban-expansion-resorts
Text-Version: https://notitur.com/en/digest/riu-urban-expansion-resorts.txt
Markdown-Version: https://notitur.com/en/digest/riu-urban-expansion-resorts.md
Language: en
Published: 2026-08-02T19:16:33.056Z
Modified: 2026-08-02T19:16:33.056Z
Author: Joan Sanz
Topics: Hotels
Summary: Riu Hotels will keep expanding its urban Riu Plaza brand, but without touching its core resort business. Luis Riu is clear: city adds, resort rules.

## Article

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](https://www.hosteltur.com/177823_riu-hotels-resorts-fija-las-reglas-de-su-expansion-urbana.html?utm_source=rss&utm_medium=rss&utm_campaign=riu-hotels-and-resorts-fija-las-reglas-de-su-expansion-urbana). 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.

## Sources

- Hosteltur: https://www.hosteltur.com/177823_riu-hotels-resorts-fija-las-reglas-de-su-expansion-urbana.html?utm_source=rss&utm_medium=rss&utm_campaign=riu-hotels-and-resorts-fija-las-reglas-de-su-expansion-urbana

## Citation

Riu keeps resorts and grows in cities. Notitur. 2026-08-02. https://notitur.com/en/digest/riu-urban-expansion-resorts