Tui reveals first location for new upmarket hotel brand
James ChappleTui has revealed the first location for a new "upper market hotel brand" it plans to debut in the spring.
The five-star resort in Zanzibar will be the first to operate under a new The Mora moniker as The Mora Zanzibar.
Tui said the brand name derived from the Latin word for "pause" and would blend "laid-back, contemporary luxury" with "highly tailored and flexible service".
It added the brand was positioned to target a growing "high income" customer segment that more readily invests in experiences rather than goods.
The Mora Zanzibar will become the first Tui property in the destination acquired via is global hotel fund.
Tui said it had added 41 hotels to its growth pipeline during its 2023 financial year, and expects its hotels and resorts portfolio to grow from a current 424 to 600 "in the mid-term".
This portfolio will feature 12 hotel brands, "powered by a global distribution platform". New acquisitions will come via investment partnerships, as well as management and franchise agreements.
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