{"id":42238,"date":"2026-05-14T09:00:33","date_gmt":"2026-05-14T07:00:33","guid":{"rendered":"https:\/\/www.riu.com\/blog\/?p=42238"},"modified":"2026-10-06T08:31:36","modified_gmt":"2026-10-06T06:31:36","slug":"why-customer-trust-is-the-driving-force-of-riu-hotels-since-1953","status":"publish","type":"post","link":"https:\/\/www.riu.com\/blog\/en\/why-customer-trust-is-the-driving-force-of-riu-hotels-since-1953\/","title":{"rendered":"RIU Trust: history and key facts about RIU Hotels since 1953"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">RIU Trust is RIU Hotels &amp; Resorts&#8217; commitment to offering the same quality of service and the same warm, personal attention in all its hotels, backed by more than 70 years as a family business. Since its beginnings in 1953, the chain has grown to 101 hotels in 22 countries, with more than 54,000 rooms. They welcome 6.8 million guests a year, looked after by 38,955 employees.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>How did the RIU story begin?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In 1953, Juan Riu and Mar\u00eda Bertr\u00e1n, together with their son Luis Riu Bertr\u00e1n, acquired the <a href=\"https:\/\/www.riu.com\/en\/hotel\/spain\/mallorca\/hotel-riu-san-francisco\">Hotel Riu San Francisco<\/a> in Playa de Palma, Mallorca. It was a small establishment with barely 80 beds and, more than seven decades later, it is still in operation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That first hotel gave rise to a way of working based on personalised service and attention to detail, which we have carried into every new opening. If you would like to learn more about this story, we invite you to <a href=\"https:\/\/www.riu.com\/blog\/en\/explore-with-us-the-history-of-the-riu-chain\/\">explore the history of the RIU chain<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"461\" src=\"https:\/\/www.riu.com\/blog\/wp-content\/uploads\/2018\/02\/Riu-San-Francisco-Cerca-700x461.jpg\" alt=\"\" class=\"wp-image-4660\" style=\"width:840px;height:auto\" srcset=\"https:\/\/www.riu.com\/blog\/wp-content\/uploads\/2018\/02\/Riu-San-Francisco-Cerca-700x461.jpg 700w, https:\/\/www.riu.com\/blog\/wp-content\/uploads\/2018\/02\/Riu-San-Francisco-Cerca-250x165.jpg 250w, https:\/\/www.riu.com\/blog\/wp-content\/uploads\/2018\/02\/Riu-San-Francisco-Cerca-120x79.jpg 120w, https:\/\/www.riu.com\/blog\/wp-content\/uploads\/2018\/02\/Riu-San-Francisco-Cerca-768x506.jpg 768w, https:\/\/www.riu.com\/blog\/wp-content\/uploads\/2018\/02\/Riu-San-Francisco-Cerca-300x198.jpg 300w, https:\/\/www.riu.com\/blog\/wp-content\/uploads\/2018\/02\/Riu-San-Francisco-Cerca-1024x675.jpg 1024w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Who runs RIU? Four generations of the same family<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">At RIU, we believe trust is built through consistency. One of our greatest guarantees is that the company is still in the hands of <a href=\"https:\/\/www.riu.com\/en\/about\/riu-family\">the family that founded it<\/a>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>First generation:<\/strong> Juan Riu and Mar\u00eda Bertr\u00e1n founded the company in 1953.<\/li>\n\n\n\n<li><strong>Second generation:<\/strong> Luis Riu Bertr\u00e1n took the chain&#8217;s first steps alongside his father. He also built the long-standing business relationship with tour operator TUI and introduced the Customer Satisfaction Index (CSI), which we still use today to measure our guests&#8217; experience.<\/li>\n\n\n\n<li><strong>Third generation:<\/strong> <a href=\"https:\/\/www.riu.com\/blog\/en\/author\/luis-riu\/\">Luis Riu G\u00fcell<\/a>, current CEO, led the company for decades alongside his sister Carmen Riu G\u00fcell. She championed the Proudly Committed sustainability strategy and is now Chair of the Board of Directors.<\/li>\n\n\n\n<li><strong>Fourth generation:<\/strong> already actively involved in managing the company.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">This hands-on involvement shows in our day-to-day work. For example, <a href=\"https:\/\/www.linkedin.com\/in\/luis-riu\/\">Luis Riu<\/a> personally visited the construction site of the <a href=\"https:\/\/www.riu.com\/blog\/en\/what-are-the-latest-details-of-the-new-riu-palace-phuket-before-its-opening\/\">Riu Palace Phuket<\/a> to oversee the finishing touches before it opened in September 2026.<\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1067\" data-id=\"42523\" src=\"https:\/\/www.riu.com\/blog\/wp-content\/uploads\/2026\/06\/obra-riu-palace-phuket-visita-luis-riu-1600x1067.jpg\" alt=\"\" class=\"wp-image-42523\" srcset=\"https:\/\/www.riu.com\/blog\/wp-content\/uploads\/2026\/06\/obra-riu-palace-phuket-visita-luis-riu-1600x1067.jpg 1600w, https:\/\/www.riu.com\/blog\/wp-content\/uploads\/2026\/06\/obra-riu-palace-phuket-visita-luis-riu-600x400.jpg 600w, https:\/\/www.riu.com\/blog\/wp-content\/uploads\/2026\/06\/obra-riu-palace-phuket-visita-luis-riu-768x512.jpg 768w, https:\/\/www.riu.com\/blog\/wp-content\/uploads\/2026\/06\/obra-riu-palace-phuket-visita-luis-riu-1536x1024.jpg 1536w, https:\/\/www.riu.com\/blog\/wp-content\/uploads\/2026\/06\/obra-riu-palace-phuket-visita-luis-riu-2048x1366.jpg 2048w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><\/figure>\n<\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">In addition, almost 90% of our hotels are owned by the company, which allows us to look after quality standards directly in every destination.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What are the key milestones in RIU&#8217;s history?<\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th><strong>Year<\/strong><\/th><th><strong>Milestone<\/strong><\/th><\/tr><\/thead><tbody><tr><td>1953<\/td><td>Acquisition of the Hotel Riu San Francisco in Playa de Palma, Mallorca<\/td><\/tr><tr><td>1985<\/td><td>Opening of the Riu Palmeras in Gran Canaria, the first hotel outside the Balearic Islands<\/td><\/tr><tr><td>1991<\/td><td>Opening of the Riu Taino in Punta Cana (Dominican Republic), the first hotel outside Spain<\/td><\/tr><tr><td>1997<\/td><td>First hotel in Mexico, the Riu Yucatan in Playa del Carmen, and launch of the <a href=\"https:\/\/www.riu.com\/en\/riu-class\/\">RIU Class<\/a> loyalty programme<\/td><\/tr><tr><td>2010<\/td><td>First city hotel and launch of the RIU Plaza brand<\/td><\/tr><tr><td>2018<\/td><td><a href=\"https:\/\/www.riu.com\/en\/riu-party\">RIU Party<\/a> becomes part of the All Inclusive service<\/td><\/tr><tr><td>2025<\/td><td>All operating hotels with a full year of activity certified in sustainability<\/td><\/tr><tr><td>2026<\/td><td>Opening of the Riu Palace Phuket, the first hotel in Thailand<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">You can find out about more openings and achievements in our article on <a href=\"https:\/\/www.riu.com\/blog\/en\/discover-rius-firsts\/\">RIU&#8217;s firsts around the world<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What figures back RIU Trust?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">These are the figures behind RIU Hotels &amp; Resorts:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th><strong>Concept<\/strong><\/th><th><strong>Figure<\/strong><\/th><\/tr><\/thead><tbody><tr><td>Year founded<\/td><td>1953<\/td><\/tr><tr><td>Hotels<\/td><td>101<\/td><\/tr><tr><td>Countries<\/td><td>22, across Europe, the Americas, Africa and Asia<\/td><\/tr><tr><td>Rooms<\/td><td>54,412<\/td><\/tr><tr><td>Guests per year<\/td><td>6.8 million<\/td><\/tr><tr><td>Average global occupancy<\/td><td>88%<\/td><\/tr><tr><td>Employees<\/td><td>38,955<\/td><\/tr><tr><td>Company-owned hotels<\/td><td>Almost 90%<\/td><\/tr><tr><td>Sustainability certification<\/td><td>100% of operating hotels with a full year of activity<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">An average occupancy of 88% reflects steady demand throughout the year. It also shows that millions of travellers choose our hotels for family, couples&#8217; and multigenerational holidays.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>How does RIU know what its guests need?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Trust also depends on listening. That is why we gather our guests&#8217; opinions through <a href=\"https:\/\/www.riu.com\/blog\/en\/exclusive-riu-customer-service\/\">three complementary channels<\/a>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>The Customer Satisfaction Index (CSI):<\/strong> a survey carried out by an external company, whose results are passed on to the company&#8217;s board of directors.<\/li>\n\n\n\n<li><strong>Comments to staff and hotel managers<\/strong>, which are passed on to the relevant departments.<\/li>\n\n\n\n<li><strong>Direct observation<\/strong> of how spaces are used: where guests prefer to eat, how they move around the pool area or which areas they choose.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Many of these suggestions have turned into concrete changes:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>wider beds and higher mattresses;<\/li>\n\n\n\n<li>showers instead of bathtubs in several hotels;<\/li>\n\n\n\n<li>larger terraces in restaurants and bars;<\/li>\n\n\n\n<li>the Pepe&#8217;s Food bar, created in response to guests wanting to eat outdoors near the pool.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The fully renewed <a href=\"https:\/\/www.riu.com\/en\/riuhotels-app\">RIU App<\/a> lets guests book a table, request towels or check in from their phone.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Do all RIU hotels offer the same experience?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Each hotel has its own personality, but all of them share the chain&#8217;s service standards. Our programmes are adapted to each brand and type of guest:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Family hotels feature RIU Land, the kids&#8217; club for children aged 4 to 12.<\/li>\n\n\n\n<li><a href=\"https:\/\/www.riu.com\/blog\/en\/\">Adults Only<\/a> hotels are designed exclusively for adults.<\/li>\n\n\n\n<li>At many of our resorts, you will find the <a href=\"https:\/\/www.riu.com\/en\/riu-experience\/all-inclusive-hotels\">All Inclusive by RIU<\/a> service, RIU Fit sessions or RIU Stage shows.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-2 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"864\" height=\"648\" data-id=\"43158\" src=\"https:\/\/www.riu.com\/blog\/wp-content\/uploads\/2026\/06\/animacion-riu-party-letras-party.jpg\" alt=\"\" class=\"wp-image-43158\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1684\" height=\"1123\" data-id=\"42569\" src=\"https:\/\/www.riu.com\/blog\/wp-content\/uploads\/2026\/06\/hotel-riu-chiclana-kids-pool.jpg\" alt=\"\" class=\"wp-image-42569\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"452\" data-id=\"13728\" src=\"https:\/\/www.riu.com\/blog\/wp-content\/uploads\/2019\/07\/riu-reggae-massage-adults-700x452.jpg\" alt=\"\" class=\"wp-image-13728\" srcset=\"https:\/\/www.riu.com\/blog\/wp-content\/uploads\/2019\/07\/riu-reggae-massage-adults-700x452.jpg 700w, https:\/\/www.riu.com\/blog\/wp-content\/uploads\/2019\/07\/riu-reggae-massage-adults-250x161.jpg 250w, https:\/\/www.riu.com\/blog\/wp-content\/uploads\/2019\/07\/riu-reggae-massage-adults-768x495.jpg 768w, https:\/\/www.riu.com\/blog\/wp-content\/uploads\/2019\/07\/riu-reggae-massage-adults-120x77.jpg 120w, https:\/\/www.riu.com\/blog\/wp-content\/uploads\/2019\/07\/riu-reggae-massage-adults.jpg 1000w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/figure>\n<\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">We recommend checking each hotel&#8217;s page to confirm its services before booking.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you are a regular guest, RIU Class rewards your loyalty with four tiers (Pre-Classic, Classic, Gold and Diamond). Its points can be redeemed for discounts, room upgrades or extras.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Why is trust also about security?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Trusting RIU also means knowing that we only operate through our official channels. We will never ask for your bank details via WhatsApp, social media or text message. If you have any doubts about an offer or a phone call, read our <a href=\"https:\/\/www.riu.com\/blog\/en\/riu-security-fraud-prevention-guide-2026\/\">security and fraud prevention guide<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To better understand what it means to be part of our family, we invite you to watch this video:<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Confianza en RIU: 70 a\u00f1os de compromiso (subtitulado en espa\u00f1ol) - RIU Hotels &amp; Resorts\" width=\"900\" height=\"506\" src=\"https:\/\/www.youtube.com\/embed\/AKXU5HIePMM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">If you are planning your next holiday and looking for a place where you will feel at home, <a href=\"https:\/\/www.riu.com\/en\">discover our hotels and book on the official RIU Hotels &amp; Resorts website<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Frequently Asked Questions (FAQ)<\/strong><\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1791267483576\"><strong class=\"schema-faq-question\"><strong>When was RIU Hotels &amp; Resorts founded?<\/strong><\/strong> <p class=\"schema-faq-answer\">In 1953, with the acquisition of the Hotel Riu San Francisco in Playa de Palma, Majorca.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1791267497821\"><strong class=\"schema-faq-question\"><strong>Who currently runs RIU Hotels &amp; Resorts?<\/strong><\/strong> <p class=\"schema-faq-answer\">Luis Riu G\u00fcell, the company&#8217;s CEO and a member of the third generation of the Riu family. The fourth generation is already involved in managing the company.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1791267504142\"><strong class=\"schema-faq-question\"><strong>How many hotels does RIU have and in how many countries?<\/strong><\/strong> <p class=\"schema-faq-answer\">RIU has 101 hotels and 54,412 rooms in 22 countries across Europe, the Americas, Africa and Asia. In September 2026, it opened the Riu Palace Phuket, its first hotel in Thailand.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1791267518639\"><strong class=\"schema-faq-question\"><strong>What is RIU Trust?<\/strong><\/strong> <p class=\"schema-faq-answer\">It is RIU&#8217;s commitment to maintaining high standards of quality, security and personal service in all its hotels, built on more than 70 years of experience as a family business.<\/p> <\/div> <\/div>\n","protected":false},"excerpt":{"rendered":"RIU Trust is RIU Hotels &amp; Resorts&#8217; commitment to offering the same quality of service and the same warm, personal attention in all its hotels, backed by more than 70 years as a family business. Since its beginnings in 1953, the chain has grown to 101 hotels in 22 countries, with more than 54,000 rooms&#8230;.","protected":false},"author":3,"featured_media":42252,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[33],"tags":[],"glossary":[],"class_list":["post-42238","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hotels-all-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>RIU Trust: history and key facts about RIU Hotels since 1953<\/title>\n<meta name=\"description\" content=\"From an 80-bed hotel in Mallorca to 101 hotels in 22 countries: this is how RIU Hotels &amp; Resorts has built trust since 1953.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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