{"id":28032,"date":"2023-03-30T10:25:20","date_gmt":"2023-03-30T08:25:20","guid":{"rendered":"https:\/\/www.riu.com\/blog\/?p=28032"},"modified":"2023-03-30T10:25:20","modified_gmt":"2023-03-30T08:25:20","slug":"brand-riu-name-hotels","status":"publish","type":"post","link":"https:\/\/www.riu.com\/blog\/en\/brand-riu-name-hotels\/","title":{"rendered":"Luis Riu: \u201cHow the Riu family surname became the chain\u2019s brand\u201d"},"content":{"rendered":"

When I was chatting with some colleagues recently, we started to reminisce about how RIU hotels used to be R\u00edo<\/strong>. Yes, it\u2019s no joke, R\u00edo. R\u00edo San Francisco, R\u00edo Obelisco, R\u00edo Concordia, R\u00edo Sof\u00eda, R\u00edo Caballero, R\u00edo Bravo, R\u00edo Grande and R\u00edo Chico. These were RIU\u2019s hotels in the early 80s, and there\u2019s an interesting story behind their name: my father’s passion for classic western films<\/strong>. I\u2019ll explain this better later on. This conversation got me thinking about when we started using the Riu name for all the chain\u2019s hotels and how the process was carried out so I could tell you about it in our blog.<\/p>\n

\"Luis<\/a>

Luis Riu, CEO of RIU Hotels & Resorts, explains the history of the RIU brand and how it became the name of their hotels.<\/p><\/div>\n

The RIU brand: how did it make the leap from corporate name to hotel name?<\/h2>\n

Nowadays, the brand has an incalculable intangible value. We strive to ensure that there is a recognised and recognisable quality service behind the RIU logo. We work day in, day out to reinforce our company values, the values that reflect our employees, that guide our actions and that are recognised by our customers and all our partners. But many, many years ago, these principles were not considered to be so important because the focus was on the product and management. That\u2019s why for decades the RIU brand<\/strong>\u2014which identified the company, figured on all contracts and was directly represented by the family\u2014coexisted alongside the names of the hotels<\/strong>, which were not initially united by a common name.<\/p>\n

\"Riu<\/a>

In the 1970s and 1980s, the Riu Center hosted evening events filled with dancing and live music for all RIU clients in Playa de Palma.<\/p><\/div>\n

From R\u00edo to RIU Hotels – How Luis Riu created the brand<\/h3>\n

It all started in 1980 with the opening of the R\u00edo Bravo.<\/strong>\u00a0My father, Luis Riu Bertr\u00e1n, gave the hotel this name because he loved the classic John Wayne film. And from then on, one thing just led to another. The R\u00edo Bravo was expanded with the opening of the adjacent R\u00edo Grande<\/strong>, another John Wayne classic set in the Wild West. And the next hotel we opened was smaller, so logic told us that it should be called R\u00edo Chico<\/strong>, as chico<\/em>\u00a0means little in Spanish. With three R\u00edos in our portfolio, we decided to unify all our hotels under the R\u00edo banner<\/strong>. Why? Because it was short, catchy and sounded like our family name. And since three of our eight hotels already had this name, we just had to add it to the other five.<\/p>\n

\"News<\/a>

The inauguration of the Hotel R\u00edo Bravo in May 1980 became a great event attended by many personalities and executives of RIU Hotels & Resorts.<\/p><\/div>\n

And we carried on like this until the opening of the <\/strong>Riu Palace Maspalomas<\/u><\/strong><\/a>\u00a0in 1989<\/strong>, a name that has a story of its own. When I was working on the opening of the future Maspalomas hotel, my office was at the R\u00edo Palmeras. The architect, Mr. Andino, made a beautiful drawing to show what this hotel, which was set to raise the standard of the RIU product, was going to look like. I liked it so much that I hung it in the hotel reception, and it was also a good way to create excitement about the project. And one day, a German customer came up to me and said \u201cWie sch\u00f6n, es sieht aus wie ein Palast!\u201d, or, \u201chow beautiful, it looks like a palace\u201d. And yes, it really was reminiscent of an elegant European palace. So much so that I suggested to my father and Mr Rull\u00e1n, the general manager at the time, that we should call it Palace<\/strong>.<\/p>\n

\"Image<\/a>

Image from the 1980s of the former R\u00edo Palmeras hotel before the changing of the names of the hotels to the new Riu brand.<\/p><\/div>\n

We thought about the possibility of a conflict with the Palace Hotel in Madrid, but my father was quick on this point: there will be no conflict, no suspicion of plagiarism, no confusion, because ours will not be just a Palace, it will be a Riu Palace<\/strong>. And that\u2019s how it happened. After the opening of the Riu Palace Maspalomas, logic told us that we should use the family name, the brand that already operated as a company, for all the chain\u2019s hotels<\/strong>. And in the meantime, R\u00edo had continued to grow. We had opened the R\u00edo Palmeras, the R\u00edo Papayas and, lastly, the R\u00edo Ventura Maxorata in 1987.<\/p>\n

 <\/p>\n

\"With<\/a>

Luis Riu G\u00fcell (center), along with executives of the chain who were by his side when the Riu Palace Maspalomas was inaugurated, the first hotel to carry the RIU brand.<\/p><\/div>\n

RIU brand, a distinctive company and hotel name for 34 years<\/h2>\n

I\u2019m sure that this story will come as a surprise to many. I remember the conversations we had at that time. \u201cIt will be hard at first, but we’ll get used to it”, my father said. But the Bravo was the most difficult<\/strong>. To make sure we called it the R i u Bravo, we really had to concentrate on each letter. And not long after, now that everyone both within and outside the company is used to this change, what we don\u2019t remember is that the name R\u00edo presided over our hotels in Mallorca and the Canary Islands for years. Aren\u2019t our memories fickle?! Because to dig up the information I\u2019m giving you today, I have had to talk to many professionals that worked at our company during those years, including some who are now retired. And it was no mean feat!<\/p>\n

\"F\u00e9lix<\/a>

F\u00e9lix Casado, together with the Riu Palace Maspalomas hotel team.<\/p><\/div>\n

Even my sister Carmen had forgotten that all the hotels used to have R\u00edo in their name. The puzzle is now complete, and we have a well-established brand that has been the banner of our hotels for 34 years<\/strong>. The day we decided to unify the name of the company and our hotels under our family name<\/u><\/a>\u00a0was a key moment in the history of the company<\/u><\/a>. At the time, we didn\u2019t realise how important this decision was going to be.<\/p>\n

If our surname were more common or complex, we would have had to decide whether to create a new name for our hotel brand or keep using R\u00edo. Fortunately our surname is short, catchy and unique, so it was an easy decision. The most interesting thing is how the brand has already transcended the family<\/strong>\u00a0and, in many countries, people are surprised when they find out that Riu is the surname of the family that founded and owns the company<\/u><\/a>. This makes us very proud.<\/p>\n

The Evolution of the RIU brand through 5 logos<\/h3>\n
\"The

RIU Hotels & Resorts logo has undergone an evolution adapting to the times from its founding in 1953 to the present day.<\/p><\/div>\n

The first RIU logo was created in 1976<\/strong>\u00a0and can still be seen at the Riu Centre, the complex that today houses RIU’s corporate offices in Playa de Palma. It\u2019s on the plaque commemorating its inauguration that same year. Logically, the visual representation of the brand has undergone many changes over the years in step with different trends. In total, there have been five RIU logos up to the current one, which was presented in January 2018<\/strong>. And we can\u2019t forget the Dolphin, the logo that the Hotel San Francisco had when we bought it<\/u><\/a>, which still stands over the entrance in honour of those first years in the hotel business.<\/p>\n

Today, RIU is the banner that represents everything<\/strong>. Our hotels, the service we offer, the employees who make it possible, the way we do business, the way we relate to the environment and all our stakeholders. RIU now has a life of its own, one that began in 1989 as a global brand, but which was actually born in 1953, forged by the character and hard work of my parents and grandparents. It is both a great responsibility and honour to be at the forefront of this today!<\/p>\n","protected":false},"excerpt":{"rendered":"The use of the RIU name for branding its hotels did not occur at the time of its founding as a family business in 1953. The first hotel to carry the family name was the Riu Palace Maspalomas, which opened in 1989. 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