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