ROBINSON, the premium club brand under TUI Hotels & Resorts, is deepening its footprint in Egypt with a second property in Somabay. The new adults-only resort, slated to open in 2029, will sit roughly one kilometre from the existing ROBINSON SOMA BAY and will feature around 250 rooms focused on sports, dining, entertainment, and relaxation.
The announcement was made at World Travel Market in London, where the company also confirmed an extension of its management contract for ROBINSON SOMA BAY through 2028. That property will then undergo a comprehensive modernisation, covering guest rooms, reception and lobby areas, the swimming pool, spa and fitness facilities, bars, and the theatre. A new sports pool and a dedicated ROBY CLUB will also be added.
Bernd Mäser, CEO of TUI Hotels & Resorts, said: "Somabay is an established and highly successful destination for ROBINSON. With a second club, we are creating an additional, clearly differentiated offering and reaching new customer groups."
The two properties will cater to distinct segments. ROBINSON SOMA BAY will retain its 'FOR ALL' positioning, welcoming families and mixed-age guests, while the new resort will be exclusively adults-only, targeting couples and groups seeking a quieter, more refined experience.
This expansion aligns with TUI Hotels & Resorts' broader strategy to grow its portfolio of hotel and club brands and tap into new customer segments. ROBINSON already operates multiple clubs with varied concepts in destinations such as Fuerteventura, the Maldives, Cape Verde, and Türkiye, demonstrating the brand's flexibility in adapting to different markets.
The move also reflects a wider trend in the hospitality sector towards differentiated, experience-led offerings. As travel demand continues to evolve, operators are increasingly segmenting their portfolios to appeal to specific demographics. For travel professionals, this signals an opportunity to market distinct products to different clientele, from families to adult-only travellers.
Egypt remains a key growth market for international hoteliers, with the Red Sea coast attracting significant investment. Somabay, in particular, has become a hub for premium resorts and leisure developments. The addition of a second ROBINSON property underscores the destination's appeal and the confidence of major operators in its long-term potential.
The renovation of ROBINSON SOMA BAY is part of ROBINSON's ongoing efforts to enhance its holiday offerings and support TUI Group's sustainability goals. By upgrading existing assets and adding new ones, the brand aims to maintain its competitive edge in the premium club segment.
For travel agents and tour operators, the expansion provides new inventory in a sought-after destination. The distinct positioning of the two resorts allows for targeted marketing campaigns, whether promoting family-friendly holidays or adult-only escapes. As the opening date approaches, early booking opportunities and familiarisation trips are likely to be announced.
ROBINSON's move also complements other luxury developments in the region. For instance, A&K Sanctuary's Nile Seray recently debuted luxury cruises in Egypt, highlighting the country's growing appeal for upscale travel. Similarly, Clinique La Prairie's first Southeast Asia wellness resort in Phuket reflects the broader industry shift towards niche, high-end experiences.
With the new resort and the renovation of the existing club, ROBINSON is positioning itself to capture a larger share of the Egyptian market while reinforcing its reputation for quality and innovation. The company's commitment to sustainability, as part of TUI Group's broader goals, will also be a key selling point for environmentally conscious travellers.
As the project progresses, industry stakeholders will be watching closely for further details on design, amenities, and opening timelines. For now, the announcement signals a clear vote of confidence in Somabay as a premier destination for premium club holidays.
