TUI Expands Growth Strategy with New Luxury Brand, The Mora in Zanzibar

TUI’s Growth Strategy

TUI GROUP EXPANDED ITS GROWTH STRATEGY WITH THE LAUNCHE OF NEW LUXURY HOTEL BRAND IN ZANZIBAR, THE MORA. THE GROUP IS AIMING TO ATTRACT NEW CUSTOMERS WITH A FOCUS ON TAILORED EXPERIENCES AND SUSTAINABILITY.


TUI Group continues to grow its hotel portfolio by launching The Mora, a new luxury hotel brand in Zanzibar. The Mora Zanzibar, located at Muyuni Beach, offers 250 suites and four restaurants. The name “Mora” derives from the Latin word for “pause,” reflecting the hotel’s focus on laid-back luxury. The resort aims to attract holidaymakers seeking tailored and flexible vacation experiences. TUI CEO Sebastian Ebel and Zanzibar President Dr. Hussein Ali Mwinyi officially opened the hotel.

Luxury and Experiences Drive TUI’s Growth Strategy

TUI Group CEO Sebastian Ebel highlighted the importance of experiences over possessions in modern tourism. Ebel stated, “Our new hotel brand The Mora embraces a current trend: Experiences are becoming more important than possessions.” This trend is evident in the success of TUI’s hotel and cruise businesses. TUI is expanding its luxury segment to attract more customers to its global destinations.

TUI already operates three hotels in Zanzibar: two Riu hotels and the TUI Blue Bahari Zanzibar. The company plans to introduce more unique hotel experiences in the region. Zanzibar, with its beautiful beaches and luxury accommodations, is a popular stop for TUI’s luxury cruise ship MS Europa. TUI Musement, TUI Group’s Tours & Activities division, offers over 60 experiences in Zanzibar, including exclusive excursions for The Mora guests.

Strategic Hotel Cluster Development

Peter Krueger, TUI’s Executive Board member, emphasized the importance of developing hotel clusters under various brands. He stated, “Building and operating hotel clusters under various brands is a key element of our TUI Hotels & Resorts strategy.” TUI’s vertically integrated business model allows it to develop new destinations strategically. The company aims to expand its hotel portfolio to 600 hotels globally in the medium term. Over the past 18 months, TUI has added an average of 10 new hotels per quarter to its pipeline.

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Sustainable Development Initiatives

TUI is committed to the sustainable development of Zanzibar. The independent TUI Care Foundation is running four programs on the island, ranging from upcycling projects to fostering new social enterprises. The Foundation began its activities in Zanzibar in 2016 and continues to support the local community.

TUI Group’s new hotel brand, The Mora, reflects its commitment to luxury and tailored experiences, while also supporting sustainable development in Zanzibar.

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