Celia Casado, Director of RIU Partner Club: “Our new website is much more agile, intuitive, and designed for travel agents”
29 September, 2026 Share
At RIU Hotels & Resorts, we have presented our newly revamped website for RIU Partner Club, our loyalty program dedicated exclusively to travel industry professionals since 1992. The new platform optimizes the daily operations of more than 100,000 members across 139 countries, facilitating sales management, access to training materials, and point redemption for free hotel stays.
At RIU Hotels & Resorts, we know that working directly with travel agencies is essential to deliver the best experience to the end customer. To explore this new chapter, we spoke with Celia Casado, Director of RIU Partner Club.
To provide some context, what exactly is RIU Partner Club, and what are the most outstanding benefits it offers to professionals?
RIU Partner Club is our loyalty program designed exclusively for retail travel agents, created to recognize and reward their valuable daily work. It serves a fundamental dual purpose: helping professionals deepen their knowledge of RIU products to boost their sales and, at the same time, rewarding their efforts by offering them the opportunity to enjoy unforgettable stays at our hotels with their family and friends.
Among its main advantages, the following stand out:
- Point accumulation on bookings: Every sale made translates into points redeemable for free nights at our properties.
- Continuous training: Direct access to fact sheets, news, and exclusive materials to advise end clients with maximum precision.
- Priority support and exclusive perks: Special offers, member-only promotions, and benefits designed for their personal enjoyment.
Ultimately, it is a simple, dynamic tool that continuously evolves thanks to the ongoing feedback we receive from travel agents themselves.
RIU Partner Club has always been a benchmark program in the agency channel. What motivated the company to launch this newly revamped website, and where did the idea come from?
As I always say, feedback from our agents is our true working guide. The idea wasn’t born in an office, but from listening to the day-to-day reality of those who use the platform.
The tourism sector evolves rapidly, the technological needs of agencies change, and at RIU we couldn’t stay behind. We saw a clear opportunity to make a qualitative leap: launch our newly revamped website to simplify their management, make it far more intuitive, and offer the agile, modern experience that our partner agencies deserve.
“The idea wasn’t born in an office, but from listening to the day-to-day reality of those who use the platform. We saw a clear opportunity to make a qualitative leap to simplify our agents’ daily operations.”
One of the most praised aspects of this launch is its user-friendly and intuitive design. Specifically, how does this change the daily routine when managing bookings?
Without a doubt, the biggest difference is agility. We have redesigned the platform around the actual workflow of travel agents to streamline every step.
From now on, navigation is much smoother, searching for technical information is instant, and managing bookings requires fewer clicks. This translates directly into time savings in their daily routine, allowing them to focus their efforts on sales and delivering excellent customer service.
When a digital platform undergoes updates, users often worry about possible changes in terms and conditions. How do you guarantee continuity in the program’s value proposition?
Celia Casado: Indeed, all key benefits that agents already know and value remain completely intact. The arrival of our newly revamped website is not meant to change the rules of the game, but to enhance the user experience.
Now, for example, agents have direct access to hotel fact sheets and operational details with a single click. We want technology to be an ally that facilitates their daily work, ensuring that the classic value remains, but supported by much faster and more accessible tools.
Looking back, RIU Partner Club was born in 1992 as a pioneering initiative. What is your assessment of this journey, and what does the travel agent represent for RIU today?
We are infinitely grateful to all the agents who have accompanied us on this journey. They have shaped us as a brand; thanks to their loyalty and constant feedback, we have been able to evolve the program, keep it more relevant than ever, and grow this great international community to over 100,000 members across 139 countries.
Summary Table of the RIU Partner Club Program
| Program Dimension | Detail |
| Year of creation | 1992 |
| Global reach | Over 100,000 agents in 139 countries |
| Target audience | Retail travel agents |
| Key benefits | Booking points, free stays, training resources, and exclusive promotions |
| Main 2026 novelty | Newly revamped website, more intuitive, agile, and requiring fewer clicks |
How to register for RIU Partner Club step-by-step?
For professionals who are not yet part of the network, how can they register today and start earning points for bookings?
The process is extremely simple and fast:
- Agency Registration: First, the travel agency must be registered in our system.
- Individual Profile: Once the agency is registered, each agent can set up their individual profile in just a few minutes.
- Confirmation: Within a maximum of 72 hours, the user receives their login credentials.
- Activation: From that moment on, they can log their sales, accumulate points for bookings, and enjoy all the benefits of the community.
To conclude, Celia, what message would you like to share with the travel agent community?
To you, as part of this great family: on behalf of the entire RIU Partner Club team, we want to thank you from the bottom of our hearts for your trust. You are an essential part of our daily work and of this achievement. That is why, with great enthusiasm, we continue working to always offer you the very best. Thank you for walking this path with us!
We invite you to discover the new digital experience of RIU Partner Club! If you are already a member, log into the newly revamped website today and see how easy it is to manage your bookings. If you haven’t joined yet, register now and start turning every sale into free stay reward nights at your favorite RIU destinations.
Frequently Asked Questions (FAQs)
It is RIU Hotels & Resorts’ loyalty program designed exclusively for retail travel agents, allowing them to accumulate points on bookings and access exclusive perks.
Any retail travel agent whose agency is registered in the RIU Hotels system.
Agents earn points for every confirmed booking registered on the platform, which can later be redeemed for free hotel stays at RIU properties.
Once the registration form is submitted, verification and account credentials delivery take a maximum of 72 hours.
No, all traditional benefits, perks, and point accumulation rules remain unchanged; the newly revamped website focuses on improving speed and ease of use.
The platform provides instant access to updated hotel fact sheets, exclusive offers, promotional materials, and the latest news from RIU Hotels.
