- TUI’s premium club brand is sharpening its profile for its 50th anniversary
- On the way to becoming Europe's market leader in premium club holidays
- “Share the moment” – relaxed togetherness and joyful moments
TUI’s premium club brand, ROBINSON, is sharpening its profile for its 50th anniversary with the launch of a new brand identity. The first ROBINSON Club Jandia Playa opened 50 years ago on Fuerteventura as a small project by TUI and has since become a meeting place for water sports enthusiasts and like-minded free spirits. Half a century later, TUI has become the world's leading tourism group and ROBINSON has expanded to 26 clubs across 15 countries, respected as the German market leader for premium club holidays. For its 50th birthday, the club provider is now launching its new brand identity and confirming its positive outlook on carefree travel after the pandemic.
Bernd Mäser, Managing Director and Spokesman of ROBINSON comments: “Even during the pandemic, we were able to welcome thousands of guests in compliance with comprehensive hygiene and safety measures. There was a great deal of trust in our brand already before the crisis and it is now paying off. As soon as we can reopen a club, we see bookings come in immediately – the bond with our guests is overwhelming. We are convinced that we will see a boom in bookings with the upcoming changes to travel rules with the most beautiful beach clubs sure to top the list. We are on our way to becoming Europe's market leader in the premium club holiday sector and the new brand identity will give us even more momentum.”
The parrot as the brand logo
A parrot has served as the brand logo for ROBINSON since it was founded. The colourful bird stands for happy, carefree sociability and continues to symbolise the central promise of the holiday provider. While the parrot's head was more abstract in the company logo over the past 27 years, the likeable bird is now clearly recognizable again. The typeface of the word mark has also been revised: the new sans serif font appears timelessly clear, underpins the premium claim and perfectly complements the formal language of the animal.
A TUIfly aircraft with the new ROBINSON corporate design and parrot will soon enter its service in the TUIfly fleet. Fans of the brand will then be able to spot this aircraft on its tour to the most beautiful destinations in Europe.
The new motto stands for the brand's recipe for success
But apart from a parrot as an authentic ambassador, what actually makes for the success of a brand that attracts long-term loyalty from regular customers of all ages and inspires new customers as well?
Since the beginning, ROBINSON has excelled in helping create shared memories full of emotions, action and surprises with its guests, from families, solo travellers and couples alike. As part of the rebrand the inviting request to “Share the moment” replaces the former claim “A New Experience Every Day” and invites guests to share these ROBINSON moments – whether in real life or virtually on social media.
Tobias Neumann, ROBINSON Managing Director who is responsible for marketing comments: “The longing for moments together has grown significantly in society, especially in the last few months of the pandemic. ROBINSON has already shown that unforgettable holiday moments and compliance with distance and hygiene regulations are not mutually exclusive. This summer we want to highlight our new motto 'Share the moment', both for our long-term fans and new guests and make this tangible. The starting point is to be our new ROBINSON Club Cyprus in Cyprus, which is expected to open in June: This will be the first hotel to appear completely in the fresh look and feel of the brand. More clubs will gradually follow.”
The relaunch as a culmination of a series of product innovations
ROBINSON has focused on stylish interiors and modern design in recent years when building and renovating clubs across Asia, the Alps, the Mediterranean and the Atlantic. The brand concept has also continued to develop and adapt to changing customer needs, for example digital innovation – where guests can now use app functions for booking preferred room options or for the restaurants and spas. Gastrotainment was also raised to a new level of experience with the introduction of the mobile street food event “taste JAM” and the “ROBcarpet” evenings. A new club song by the successful German singer SASHA forms part of the rebrand, and support from numerous prominent experts has enabled ROBINSON to expand its events and sports offering, to a total of 64 sports.
On the topic of sustainability, ROBINSON continues to take on even more responsibility and has already supplemented its certified eco management in numerous systems with the introduction of seawater desalination and large photovoltaic systems, as well as its own fresh water bottling in glass bottles. All of these measures are now rounded off by the new brand identity. Further product innovations will follow in the course of the relaunch in summer 2021.