Tui’s premium club brand Robinson has had a brand refresh as it marks its 50th anniversary.
The new identity, featuring a more prominent parrot logo, will cover the portfolio of 26 clubs across 15 countries, starting with a property in Cyprus this summer.
Managing director Bernd Mäser said: “Even during the pandemic, we were able to welcome thousands of guests in compliance with comprehensive hygiene and safety measures.
“There was a great deal of trust in our brand already before the crisis and it is now paying off. As soon as we can reopen a club, we see bookings come in immediately – the bond with our guests is overwhelming.
“We are convinced that we will see a boom in bookings with the upcoming changes to travel rules with the most beautiful beach clubs sure to top the list.
“We are on our way to becoming Europe’s market leader in the premium club holiday sector and the new brand identity will give us even more momentum.”
Tobias Neumann, managing director responsible for marketing, added: “The longing for moments together has grown significantly in society, especially in the last few months of the pandemic.
“Robinson has already shown that unforgettable holiday moments and compliance with distance and hygiene regulations are not mutually exclusive.
“This summer we want to highlight our new motto ‘Share the moment’, both for our long-term fans and new guests and make this tangible.
“The starting point is to be our new Robinson Club Cyprus in Cyprus, which is expected to open in June. This will be the first hotel to appear completely in the fresh look and feel of the brand. More clubs will gradually follow.”