TUI celebrates hospitality visionary Abel Matutes Tur with 2026 Lifetime Achievement Award
Five decades of shaping Mediterranean hospitality
From Ibiza to the World: Building a global legacy of values and excellence
Honouring a pioneer who put human connection at the heart of tourism
More than fifty years ago, on the island of Ibiza, Abel Matutes Tur laid the cornerstone for what would become one of the most respected family-owned hotel groups in international tourism. What began in the late 1960s as a local construction company soon evolved into Sirenis Hotels & Resorts, a global brand spanning Spain, Dominican Republic, Mexico, and Colombia. Today, the brand stands as a benchmark for quality, innovation, and authentic hospitality.
“Abel Matutes Tur is a true pioneer of Mediterranean hospitality,” said Sebastian Ebel, CEO of TUI Group. “His lifelong dedication to excellence, his family-driven leadership philosophy, and his deep respect for the destinations he develops have shaped industry standards and created unforgettable holiday experiences for millions of guests. Our partnership is built on shared values, and we are proud to honour his lasting contribution to global tourism.”
Under his visionary leadership, Sirenis transformed from a regional enterprise into a distinguished international collection of first-class and luxury hotels. Decades before sustainability and purpose became corporate imperatives, Abel Matutes Tur embedded responsibility, respect for communities, and long-term thinking into the company’s DNA. He understood early on that tourism is not merely infrastructure or investment, it is about people, culture, and meaningful encounters.
Today, Sirenis Hotels & Resorts continues to grow while remaining firmly anchored in its founding principles: personal commitment, people-focused service, and deep respect for every destination. With eight hotels across four countries and more than 3,500 employees, the group reflects the enduring vision and values of its founder.
The Lifetime Achievement Award 2026 recognizes more than an exceptional career. It honours a philosophy, one that sees tourism not simply as an industry, but as a bridge between people and cultures. Through his leadership, Abel Matutes Tur has given tourism something invaluable: a human face defined by warmth, integrity, and genuine connection.
About the awards
TUI’s hotel award programme has evolved over more than four decades, reflecting the company’s global growth and strong emphasis on the value of customer feedback. The journey began in 1984 with the introduction of the Gold Medal Awards by TUI UK & Ireland, which recognised high-performing hotels based on criteria such as service quality and facilities, tailored specifically to the expectations of UK and Irish travellers. Ten years later in 1994, TUI Germany launched the TUI Holly Awards, which quickly became a hallmark of excellence. These awards were entirely customer voted, celebrating hotels that consistently delivered exceptional guest experiences.
Both the UK & Ireland Gold Medal Awards and the German TUI Holly Awards were significant regional schemes, each championing excellence within their respective markets and placing a strong emphasis on customer feedback.
To create a unified global standard, TUI merged its various regional award schemes in 2020, bringing together the Hollys, the UK & Ireland programme, and others under the umbrella of the TUI Global Hotel Awards. Now presented annually in Berlin, the awards honour excellence across all of TUI’s source markets and the destinations it offers and celebrate the dedication of hotel partners who consistently deliver outstanding guest experiences. The programme continues to place a core emphasis on customer feedback, ensuring that the opinions and experiences of TUI guests remain central to acknowledging excellence in the hospitality sector.
About TUI Group
The TUI Group is a leading global tourism group. The group is headquartered in Germany. TUI shares are listed on the MDAX index of the Frankfurt Stock Exchange and on the regulated market of the Lower Saxony Stock Exchange in Hanover. The TUI Group offers its more than 34.7 million customers integrated services from a single source and covers the entire tourism value chain under one roof. The Group owns more than 460 hotels and resorts with premium brands such as RIU, TUI Blue, and Robinson, as well as 18 cruise ships, ranging from the luxury class MS Europa and MS Europa 2 and the HANSEATIC class expedition ships to the Mein Schiff fleet of TUI Cruises and cruise ships at Marella Cruises in the UK. The group also includes leading European tour operator brands and online marketing platforms, for example for hotel-only or flight-only offers, five airlines with 125 modern medium- and long-haul aircraft, and around 1,200 travel agencies. In addition to expanding its core business with hotels and cruises through successful joint ventures and activities in holiday destinations, TUI is increasingly focusing on the expansion of digital platforms. The group is transforming itself into a global tourism platform company.
Global responsibility for sustainable economic, environmental, and social action is at the heart of our corporate culture. The TUI Care Foundation, initiated by TUI, focuses on the positive effects of tourism, education and training, and the strengthening of environmental and social standards with projects in 30 countries. In this way, it supports the development of holiday destinations. The globally active TUI Care Foundation initiates projects that create new opportunities for the next generation.