RIU Hotels's Slogans & Taglines

RIU Hotels & Resorts is a Spanish hotel chain founded in November 1953 by Juan Riu Masmitjà and María Bertrán Espigulé, who acquired the Hotel Riu San Francisco in Playa de Palma, Mallorca. For decades, the Riu family operated individual hotels under various names before unifying the entire portfolio under the RIU brand in 1989. The company expanded beyond the Balearic Islands in 1985 and launched its international expansion in 1991 with the Riu Taino in Punta Cana. In 2010, it diversified into urban hospitality with the Riu Plaza brand. Today, the family-owned chain operates over 100 hotels across 21 countries in Europe, the Americas, Africa, and Asia, managed by the third generation of the Riu family.

Core offerings include beach resorts, the premium Riu Palace line, and city hotels under the Riu Plaza banner, with over 75% of properties featuring the All Inclusive by RIU service. Brand messaging has centred on the enduring promise As you like it, reflecting the chain’s commitment to personalised service and guest freedom. More recently, the company has embraced Be RIUsponsible as its corporate social responsibility platform, underscoring its commitment to sustainable hospitality and community impact across its global destinations.