{"id":47001,"date":"2026-11-10T12:01:52","date_gmt":"2026-11-10T11:01:52","guid":{"rendered":"https:\/\/www.riu.com\/blog\/?p=47001"},"modified":"2026-11-10T12:03:39","modified_gmt":"2026-11-10T11:03:39","slug":"riu-class-loyalty-cabello-family-story-hotel-riu-costa-del-sol","status":"publish","type":"post","link":"https:\/\/www.riu.com\/blog\/en\/riu-class-loyalty-cabello-family-story-hotel-riu-costa-del-sol\/","title":{"rendered":"Why do guests return to RIU hotels? The loyalty story of the Cabello family in Malaga"},"content":{"rendered":"\n

For RIU Hotels & Resorts<\/a><\/strong>, 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.<\/p>\n\n\n\n

The secret to the success of the RIU Class loyalty programme through the real-life experience of the Cabello family<\/h2>\n\n\n\n

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<\/a> loyalty programme and the value of long-term relationships with families like the Cabellos, who have been choosing the Hotel RIU Costa del Sol<\/a> for their summer holidays for over 15 years.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

What data reflects guest loyalty at RIU Hotels & Resorts?<\/h2>\n\n\n\n

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.<\/p>\n\n\n\n

Loyalty Criterion \/ Indicator<\/strong><\/td>Global Data or Percentage<\/strong><\/td>Impact by Market or RIU Class Level<\/strong><\/td><\/tr><\/thead>
Global repeat customer rate<\/strong><\/td>45% of total demand<\/td>Reaches up to 80% in specific destinations and seasons<\/td><\/tr>
RIU Class Gold Level<\/strong><\/td>More than 30 nights in 2 years<\/td>Exclusive benefits and recognition during stays<\/td><\/tr>
RIU Class Diamond Level<\/strong><\/td>More than 60 nights in 2 years<\/td>Top category of the loyalty program<\/td><\/tr>
European market<\/strong><\/td>Fundamental volume<\/td>Consolidation in key destinations such as the Canary Islands<\/td><\/tr>
Spanish (domestic) market<\/strong><\/td>High concentration of repeat customers<\/td>ClubHotel RIU Chiclana (C\u00e1diz) as the preferred destination<\/td><\/tr>
International market<\/strong><\/td>Steady growth<\/td>Notable increase in loyalty in destinations such as Mexico<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

How does the human touch influence the Cabello family’s experience at the Hotel RIU Costa del Sol?<\/h2>\n\n\n\n

For Francisco Ortega Cabello and Mar\u00eda 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.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

\n
\"The<\/figure>\n\n\n\n
\"The<\/figure>\n\n\n\n
\"The<\/figure>\n\n\n\n
\"The<\/figure>\n\n\n\n
\"The<\/figure>\n\n\n\n
\"The<\/figure>\n\n\n\n
\"The<\/figure>\n\n\n\n
\"The<\/figure>\n<\/figure>\n\n\n\n

Video interview: 15 years of memories at RIU Class<\/h2>\n\n\n\n

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.<\/p>\n\n\n\n

\n