In spring 2024, a new hotel brand “The Mora” will be launched. It complements the portfolio of TUI Hotels & Resorts in the upscale market segment and attract a new target group that TUI has not addressed before. While conducting research related to luxury products, consumers and trends, we noticed a change of generation. These customers are able to acquire luxury products, but at the same time have a completely new perception of luxury, beyond status and luxury goods.

The hotel experience is designed with these customers in mind. The Mora combines laid-back, contemporary luxury with a highly tailored and flexible approach that lets guests follow their mood into the moment. Click on the image to learn more about The Mora hotel experience.

But how could the marketing team carry out a brand shoot when the first hotel hasn't even opened yet? The following making-of video takes a look behind the scenes: