Tui Group has unveiled a new hotel brand for the luxury segment as it aims to expand its portfolio by more than 150 properties
A newly acquired five-star resort in Zanzibar is to come under the Mora brand.
The hotel will be operated as The Mora Zanzibar from spring 2024 onwards.
The new brand name is derived from the Latin word for “pause”.
It will offer “laid-back, contemporary luxury with highly tailored and flexible service”.
The brand is positioned to target a growing customer segment with high income “that invests in experiences rather than goods,” Tui said.
The 12th brand comes as Tui plans to expand its portfolio from 424 hotels to 600 hotels in the mid-term.
A total of 41 new hotels have been added to the growth pipeline this financial year driven by a combination of investment partnerships, management and franchise agreements.
Tui Hotels & Resorts is one of the growth drivers of the group with the division consistently generated positive results above respective pre-pandemic levels since mid-2022.
The portfolio includes global hotel brands such as Riu, Robinson, Tui Blue and Tui Magic Life as well as regional brands such as Atlantica, Grupotel, Iberotel and Akra.
Tui executive board member Peter Krueger, responsible for group strategy and mergers and acquisitions, said:“Tui Hotels & Resorts is highly profitable and has developed into a global business in recent years.
“Our asset-right strategy is starting to scale. We are also continuing to focus on hotel ownership through partnerships.
“At the same time, our strong portfolio – with hotel brands for price-conscious customers through to luxury guests – is driving growth through management and franchise agreements.”