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Luxury

26 Apr 2017

BY April Hutchinson

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Robinson Club to grow ‘international’ sales

German-based resort operator Robinson Clubs is hoping to grow its UK and international market appeal as it anticipates the opening of two additional resorts by the end of the year.

Robinson Club Khao Lak
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"The concept of an active, premium club holiday is well received both for leisure and group business in the UK."

The Tui-owned company has a long-term plan to increase its number of resorts from 23 to around 40.

The expansion will also go hand-in-hand with an “internationalisation” of the product, with eight of its clubs currently said to have such appeal.

The current eight – in Portugal, Italy, Morocco, Turkey, Spain, Austria and Maldives – will be joined by the 320-room Robinson Club Khao Lak in Thailand and the 150-villa Robinson Club Noonu in the Maldives in November 2017. The latter will be the brand’s second club in the Maldives.

Robinson Club Masmavi near Antalya, Turkey was the first property planned for the international market from the outset, and is also the brand’s largest.

The international clubs are bilingual and targeted at the more specific needs of non-German guests, while looking ahead, many new clubs will be internationally focused, managing director Bernd Maser said.

The company started selling its club-concept holidays in the UK via Tui in 2015 and Maser said there had been “a very positive response”.

“The concept of an active, premium club holiday is well received both for leisure and group business in the UK. Of course, we are still in the early days – it is first and foremost about exposing our brand more in the UK market,” he added. “The goal over the next few years is to increase guests from the international markets into these more internationally-orientated clubs by 40%.”

While Tui agents are still the target, the brand will be considering other channel expansion to grow its international business.

“Given Robinson is 100% owned by Tui, the brand does have the offline exclusivity for sales, but some clubs are available through online booking platforms,” he said.

“We are also looking at launching new functionality within our own website and will hopefully be able to sell through other online platforms.”

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