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TUI shuffles leadership as Schwanke steps up to Robinson Club role

TUI shuffles leadership as Schwanke steps up to Robinson Club role

Mike Schwanke will become managing director at Robinson Club from May, joining the company from his current position as director sales at TUI Cruises.

He will jointly manage the quality and market leader for premium club resort holidays with managing director Bernd Mäser.

“We are delighted to have recruited Mike Schwanke, a committed and experienced manager from TUI Group, who will push Robinson’s growth path further ahead,” said Thomas Pietzka, managing director TUI Hotels & Resorts.

“He will create further stimuli for our premium club holiday brand with his digital marketing and brand management expertise and the experience he has gained in the rapidly growing cruise market.”

For 2017, the TUI subsidiary has announced to push expansion in Asia further ahead and open new clubs in Thailand and the Maldives in order to tap additional target groups.


Within Robinson’s management team, Schwanke will be in charge of marketing, sales and operations.

Mäser, who joined the company’s management team in July 2015, is responsible for finance/legal, IT, technology/purchasing, communications, human resources and project development.

Schwanke joined TUI Cruises in 2012 as director of marketing.

His most recent role at the cruise company was director of sales.

The 45-year-old business studies graduate had previously held various management functions in marketing, corporate communications and brand management at Telefónica.