Family-owned Riu Hotels & Resorts will enter South-east Asia in April 2026 with the 504-room Riu Palace Phuket – Oliver Kluth discusses the group’s eastward expansion, its all-inclusive model in Phuket, and completing its global footprint
Riu is one of the world’s most recognisable family-owned hotel groups. What strategic gap does Asia-Pacific fill for Riu’s global development?
Asia-Pacific is the natural and inevitable next step in our global expansion. Over the decades, we’ve built a strong presence across Europe, the Caribbean, Mexico and the Indian Ocean. But to be truly global, we must have a meaningful footprint in Asia-Pacific.
We see this region not only as a geographic milestone, but as an opportunity to diversify markets and offer our loyal guests – primarily from Europe and the Americas – new destinations where they can enjoy the Riu experience. Thailand, in particular, fits perfectly into this strategy: it has strong global demand, a mature tourism ecosystem, and the exotic appeal our guests love.
What attracted Riu to Thailand, and why is now the right time to enter?
Thailand enjoys a long-standing reputation in many of our key source markets, especially in Northern Europe. Scandinavian travellers, for instance, have been flying to Thailand for decades.
For us, Phuket was the “missing piece”, completing our eastward progression following Mauritius, Sri Lanka, the Maldives and Dubai. Demand for experiential travel is high, and Thailand delivers exactly that. We bring the reliability of a Western brand, and Thailand brings world-class hospitality – a combination we believe will resonate strongly with our guests.
What criteria does Riu consider when entering a new market, and how does Thailand measure up?
We always look for three factors: strong tourism infrastructure, global air connectivity, and the right conditions for our volume-and-quality model. Phuket meets all three.
But entering Thailand is also a strategic brand move. Opening with a Riu Palace property, the highest tier in our leisure portfolio, signals our intention to compete at the top end of the market. Phuket already offers exceptional luxury properties; to stand alongside them, we must enter with our best product.
Riu is entering Phuket with the five-star Riu Palace brand. Why choose a Palace, and how will it be positioned?
Within our portfolio, Riu Palace is our accessible luxury offering. Guests can expect elegant design, elevated dining, beautifully appointed rooms – including swim-up suites – and a full spectrum of leisure facilities.
At Riu Palace Phuket, we will also introduce our Elite Club, a premium tier within the Palace category. Elite Club guests enjoy enhanced room categories such as swim-up suites, premium-brand beverages, upgraded amenities, and access to exclusive areas within the resort. The intention is to elevate the all-inclusive experience with a more private, luxurious layer for travellers seeking something extra. Combined with the 24-hour all-inclusive model, it provides a very compelling value proposition.
Riu is globally known for its all-inclusive model. What can travellers expect from the all-inclusive experience in Phuket?
All-inclusive has evolved tremendously. 25 years ago, some perceived it as the “budget option”, but today it is the preferred holiday style for millions – and can be found at some of the highest-quality resorts worldwide.
In markets like Mexico and the Caribbean, 90 to 95 per cent of resorts operate on an all-inclusive basis. Guests love the convenience, the transparency in budgeting, and the ability to enjoy dining, drinks and activities without worrying about extra costs.
For Phuket, this is a relatively new concept. We believe it will appeal strongly to families and long-stay guests, especially in shoulder and low seasons. Budget security is a major advantage: you know upfront what your holiday will cost, down to ice creams for the kids and coffees or beers for the adults.
Is the all-inclusive model more popular with certain nationalities or traveller types?
Globally, it’s a favourite among families, thanks to the budget predictability and wide range of facilities. But in our experience, it works across all segments: FITs, couples, families and even groups.
We expect similar patterns in Phuket. Asia hasn’t traditionally been an all-inclusive market, but demand is changing. Once travellers experience it in Dubai or the Maldives, the barrier to booking an all-inclusive holiday in Thailand almost disappears.
What will Riu Palace Phuket’s F&B line-up look like?
Riu’s resort philosophy is built around abundant and varied dining, which is why the group typically develops large-scale properties capable of supporting multiple restaurants. In established Riu destinations like Mexico and the Caribbean, some resorts feature up to nine or 10 restaurants, giving guests an exceptional degree of choice and enabling the 24-hour all-inclusive model.
For Riu Palace Phuket, the hotel will offer five themed restaurants in addition to the main buffet restaurant. The line-up includes a Thai restaurant as a natural reflection of the destination, alongside Italian and Mediterranean concepts and other international favourites. This mix is designed to deliver both local flavour and global familiarity, ensuring guests have round-the-clock access to diverse food and beverage options.
Riu operates with a unique asset-heavy model in a world where many chains expand through management contracts. Why maintain this approach?
We are one of the very few international hotel groups that still builds, owns and operates most of its properties, which is around 90 per cent of our portfolio.
This gives us consistency, stability and complete control over product quality. When our operations team enters a newly built hotel, everything has been designed around the Riu way of doing things. We grow more slowly – two to four hotels a year – but organically and with full ownership. It has served us well for 70 years, and it continues to shape the strength of our brand.
Riu has a strong sustainability philosophy through its Proudly Committed programme. What will this look like in Phuket?
Proudly Committed is both environmental and deeply social. Yes, it includes the fundamentals: waste reduction, solar energy, water management – but the cornerstone is community engagement.
In every destination, we work with local communities to identify meaningful projects, often around education, social development or environmental protection. Once Riu Palace Phuket opens, one of our first steps will be to go into the community, learn, and jointly design long-term initiatives that make a real impact.
What role will travel trade partners play in Riu’s Asia-Pacific strategy?
Travel trade partners remain essential. While dynamic packaging is growing, many Asian markets still rely heavily on traditional B2B contracting. We work closely with select partners who recognise the value our all-inclusive concept brings to their clients. Together with these partners, we strengthen our collaboration through a mix of online and offline marketing initiatives, as well as social media and influencer activities that help increase brand visibility across the region.
What excites you most about bringing Riu to Asia-Pacific?
There is a special energy when entering a destination for the first time. Phuket is particularly exciting because it allows us to mix our “service with heart” – the warmth and sincerity that defines Riu – with the legendary hospitality of Thailand.
We look forward to surprising guests, contributing to the local community, and creating a product that blends the best of both cultures. As a family company, this means a great deal to us.
