Tourexpi
TUI Group's hotel growth strategy is increasingly
focusing on destinations where a variety of hotel brands can be developed to
meet the different holiday needs of guests. Zanzibar, for example, is a popular
holiday destination all year round. It is therefore no coincidence that TUI
chose the island off the East African coast for the launch of its new hotel
brand The Mora. Nestled at Muyuni Beach, The Mora Zanzibar features 250 suites
and four restaurants. The new brand name is derived from the Latin word for
“pause” and the hotel experience is designed to appeal to a new kind of
holidaymaker who is looking for laid-back, contemporary luxury with a highly
tailored and flexible approach. The existing 5-star resort has been customised
to meet the needs of these guests and now been officially opened in the
presence of TUI CEO Sebastian Ebel and the President of Zanzibar His Excellency
Dr Hussein Ali Mwinyi.
"Our new hotel brand The Mora embraces a
current trend: Experiences are becoming more important than possessions”, says
TUI Group CEO Sebastian Ebel. “This development is proven by the strong
performance of our successful hotel and cruise business with internationally
recognised brands. We are now expanding our portfolio in the growing luxury
segment, thereby reinforcing our strategy to attract new and existing customers
to our holiday destinations worldwide.”
TUI Hotels & Resorts’ portfolio already
includes three other hotels in Zanzibar, two Riu hotels and the TUI Blue Bahari
Zanzibar. Further new hotel experiences are already being planned. The
destination in the Indian Ocean is an appealing stopover for the luxury cruise
ship MS Europa and offers a choice of 20 beachfront hotels for TUI’s tour
operator guests. TUI Musement, the leading Tours & Activities business of
TUI Group, offers more than 60 experiences in Zanzibar, including over 20
private excursions developed for The Mora guests.
Peter Krueger, Executive Board member at TUI and
responsible for the segment Holiday Experiences which includes the hotel
business: "Building and operating hotel clusters under various brands is a
key element of our TUI Hotels & Resorts strategy. Our vertical integrated
business model at TUI Group gives us a strategic advantage of developing new
destinations. Zanzibar is another great example of the development of a new
destination and cluster. Our hotels business is set for strong growth and to
support this we have invested in a global and multi-channel distribution
platform. We aim to expand our TUI Hotels & Resorts portfolio globally to
600 hotels in the medium term. Since 18 months we are adding on average 10 new
hotels per quarter to our pipeline that will be realised in the coming years
and are well on track."
In order to drive the sustainable development of
Zanzibar, TUI is working with the independent TUI Care Foundation, which is
currently running four programmes on the island ranging from upcycling projects
to fostering new social enterprises. TUI Care Foundation has started its
activities on the island in 2016.
Image
Credit: © TUI Group
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