Riu Hotel Group is upgrading their adults-only Palace resorts to Premium with the launch of their new Elite Club class, a new room category with exclusive benefits and added value for clients that delivers a more sophisticated and elegant vacation to travellers.
The RIU executive team unveiled the luxury category last week at the Sunwing offices, where Armin Kaestner, VP Contracting, Sales & Partner Marketing, RIU Hotels and Resorts and Laura Castellanos, Sales Director DR & Associate to VP Sales, RIU Hotels and Resorts, sat down with TravelPulse.
“The Elite Club came about because of the pandemic,” says Kaestner. “Those concepts were out there of course for many years; we’re not inventing the wheel here. But after the pandemic, when business came back we got a lot of feedback from our agents that guests are now willing to pay more and want a higher end experience than then before. People are willing and are looking more for those things.
We now offer anything everybody else together offers. And as always, we will offer it at a much more competitive price.”
The Elite Club offerings include premium room locations, TV casting (using your own device to watch your programs), a mixology experience, upgraded cappuccino cafe, upgraded bedding, upgraded wine menu, a make-your-own Burger bar at "Pepe ́s Food", Tito's Vodka and American branded beer upgrade, and a room service menu with vegetarian options that includes options from all on-site restaurants. It also includes an upgraded in-room mini bar with premium alcohol, a dedicated check in area and Elite Club wristband with a 1pm late check out and an early check in (both based on availability).
Kaestner says that while some of the hardware inclusions might not be the same across all Elite Clubs – for example, the property might not have a private pool – all the services are the same; the drinks, food, access, and welcome gifts are all there.
The new lobby of the Punta Cana RIU Macao, opening September 9, 2023
The first property to debut as a Riu Palace Elite Club will be the Punta Cana Riu Palace Macao, which opens September 9, 2023. The rooms and common areas at the property have all been fully renovated while new additions include a sports bar, Pepe’s Food by the pool, two new specialty restaurants and a new spa. The Elite Club by RIU portion also includes an exclusive lounge & beach area with private bar, swim up Junior Suites and a new specialty restaurant.
Upcoming Riu Palace Elite Club openings include:
Puerto Vallarta Riu Palace Paficico – December 2, 2023
Riu Palace Jamaica - December 15th, 2023
Riu Palace Baja California – December 15, 2023
Riu Palace Antilla - Spring 2024
Construction is also currently underway on a brand new build in Dubai, which will have the Elite Club that is being designed from the ground up, and will include an entire area with lounge, pool, beach and restaurants created especially for Elite Club.
“It’s going to be big,” Kaestner smiles.
“I think humans value their life more than they did before (COVID) in the sense that they are looking for those experiences and say, 'I don't care, I rather not buy the new 80 inch screen, but I go on a vacation, go for an experience'. I think on some level, that's going to stay.”
“We can’t fully tell yet in Canada as we were slow to start travelling again due to restrictions, but in general, we thought the trend of spending extra money, willing to stay extra night was temporary and would fall back to original spending habits that were there before. But we’re not seeing that; people are of the mindset that I want to have that experience anyway, because I don’t know what’s going to happen. And after three years, they’re still booking the higher room categories, staying the extra night, going for the perks.
The mindset of the people has changed.”
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