ROBINSON, the premium club brand of TUI Hotels & Resorts, is further expanding its presence in Egypt and will operate two clubs in Somabay in the future.
At the World Travel
Market (WTM) in London, ROBINSON and the Abu Soma Development Company extended
the contract for the existing ROBINSON SOMA BAY until 2028.
At the same time, the
partners are developing a second ROBINSON club around one kilometre away.
The planned new-build
resort, with around 250 rooms, will be designed as an adults-only resort and is
scheduled to open in 2029.
Two clubresorts with
distinct profiles
In future, two clearly
positioned ROBINSON concepts in Somabay will cater to different holiday
preferences: the existing ROBINSON SOMA BAY will retain its FOR ALL positioning
and will undergo extensive modernisation following the opening of the new club.
The planned new resort
will have an adults-only concept, with a focus on sport, culinary experiences,
entertainment and chill-out.
Current plans envisage
around 250 rooms.
“Somabay is an
established and highly successful destination for ROBINSON. With a second club,
we are creating an additional, clearly differentiated offering and reaching new
customer groups. At the same time, we are making substantial investments in our
existing club. This combination of growth, differentiation and the long-term
development of our destinations is an important pillar of our strategy,” says
Bernd Mäser, CEO TUI Hotels & Resorts.
The investment
supports the growth strategy of TUI Hotels & Resorts: through
differentiated hotel and club brands, TUI is expanding its offering in both
existing and new destinations and reaching additional customer groups.
Growth in a popular
destination
ROBINSON already
pursues its strategy of operating at least two clubs with different concepts in
a single destination in Fuerteventura, the Maldives, Cape Verde and Türkiye.
In Somabay, the two
clubs will be located only around two kilometres apart as the crow flies.
Strong demand for the destination and the long-standing partnership with the
owner company provide the foundation for further expansion. The development of
the location is also intended to support the TUI Group’s sustainability
ambitions.
“The extension of our
partnership and the development of a second ROBINSON club represent a strong
commitment to the future of Somabay. It is the combination of nature, the wide
range of holiday experiences and the warm hospitality of the people that keeps
guests coming back. We are delighted to be opening another chapter for this
special destination together with ROBINSON,” says Ibrahim El Missiri, Group CEO
at the Abu Soma Development Company.
As part of the
contract extension, the existing ROBINSON SOMA BAY will undergo extensive
modernisation.
Plans include the
refurbishment of the guest rooms as well as the reception and lobby, pool, spa
and fitness areas, bars and theatre.
A new sports pool and
ROBY CLUB will also be added, alongside further upgrades across the resort.
ROBINSON currently operates 27 clubs in 16 countries.
In addition to the new development in Egypt, further projects are planned in Cape Verde, China and Zanzibar. -TradeArabia News Service
