Why do guests return to RIU hotels? The loyalty story of the Cabello family in Malaga
10 November, 2026 Share
For RIU Hotels & Resorts, our greatest pride does not lie solely in opening new doors around the world, but in opening them again year after year to those who are already part of our family. Behind every booking from a repeat guest are shared memories, knowing smiles, and a trust placed in us that gives meaning to what we do every day.
The secret to the success of the RIU Class loyalty programme through the real-life experience of the Cabello family
At RIU Hotels & Resorts, almost 45% of our guests decide to repeat their stay at our hotels globally, a loyalty figure that in certain destinations and seasons reaches up to 80% of total demand. This indicator reflects the impact of our RIU Class loyalty programme and the value of long-term relationships with families like the Cabellos, who have been choosing the Hotel RIU Costa del Sol for their summer holidays for over 15 years.
What data reflects guest loyalty at RIU Hotels & Resorts?
The RIU Class programme rewards the continued stay of our guests through a tier-based categorisation system based on the number of nights booked over a two-year period.
| Loyalty Criterion / Indicator | Global Data or Percentage | Impact by Market or RIU Class Level |
| Global repeat customer rate | 45% of total demand | Reaches up to 80% in specific destinations and seasons |
| RIU Class Gold Level | More than 30 nights in 2 years | Exclusive benefits and recognition during stays |
| RIU Class Diamond Level | More than 60 nights in 2 years | Top category of the loyalty program |
| European market | Fundamental volume | Consolidation in key destinations such as the Canary Islands |
| Spanish (domestic) market | High concentration of repeat customers | ClubHotel RIU Chiclana (Cádiz) as the preferred destination |
| International market | Steady growth | Notable increase in loyalty in destinations such as Mexico |
How does the human touch influence the Cabello family’s experience at the Hotel RIU Costa del Sol?
For Francisco Ortega Cabello and María Teresa del Valle Ruiz, together with their two children, the Hotel RIU Costa del Sol in Torremolinos (Malaga) has become their second home since 2011. Throughout more than 15 years of consecutive stays during their summer holidays, the family highlights that the care and friendliness of the hotel’s professional team are the determining factors in renewing their trust year after year.
The connection to the holiday experience at this Malaga establishment is demonstrated by family anecdotes: when suggesting to their son the option of using his birthday savings for a trip to Disneyland, the child himself formally asked his parents to extend their stay at the Hotel RIU Costa del Sol, cementing the establishment as his favourite destination.
Video interview: 15 years of memories at RIU Class
We invite you to hear the direct testimony of Francisco Ortega in this exclusive interview, where he explains the relationship built by his family with the RIU Hotels team over these 15 years in Torremolinos.
If you want to live memorable experiences like those of the Cabello family and accumulate redeemable points on every stay, discover the benefits we have prepared for you in our loyalty programme. Become a RIU Class member and book your next holiday at the best guaranteed price!
We want to hear your RIU Class story
If you are also a RIU Class member or count down the days to return to your favourite RIU hotel every summer, we want to hear from you! Every experience is unique and we love to know which moments, details or members of our team have made your holiday special.
Leave your comment on this post or share your photos and memories on social media by tagging us @riuhotels and using the hashtag #RIUClass. Your story could be the star of our next article!
Frequently Asked Questions (FAQs)
Globally, nearly 45% of RIU Hotels guests decide to return, reaching up to 80% of repeat guests in certain destinations and specific seasons.
It is the RIU Hotels & Resorts loyalty programme designed to reward guest loyalty with exclusive benefits, point accumulation and special categories based on the frequency of their stays.
The programme has prominent levels such as RIU Class Gold (for guests with more than 30 nights accumulated in two years) and RIU Class Diamond (for those who exceed 60 nights in two years).
The ClubHotel RIU Chiclana, located in Cadiz, is one of the meeting points and favourite destinations for RIU Class members from the Spanish domestic market.
Destinations in Mexico show a very notable growth in the loyalty and visitor return index within the international network of RIU Hotels.
The family formed by Francisco Ortega Cabello and María Teresa del Valle Ruiz has been spending their summer holidays at the Hotel RIU Costa del Sol in Malaga uninterruptedly since 2011.
You can leave a comment directly in the section below this blog post or share your images and experiences on social media using the official tag #RIUClassFamily.
