The Riu hotel chain has found a new way to attract customers by focusing on panoramic rooftop venues. In an era when experiences are valued more than material goods, the company is transforming the rooftops of its hotels into hubs for both tourists and locals. These spaces, known as ‘rooftops,’ offer not only breathtaking views but also a unique experience that is actively shared on social media. Projects in Madrid, Chicago, and Guadalajara illustrate how modern urban leisure is reaching new heights.
In Madrid, the centerpiece of this concept is the iconic Edificio España. After its restoration, completed by Riu in 2019, the upper floors were transformed into one of the capital’s main observation decks — the 360º Rooftop Bar. Located on the 27th floor, 100 meters above Plaza España, the glass balcony invites only the bravest to step out and take in the view. This spot has become so popular that it set a trend for other venues along Gran Vía. Visitors come for the stunning sunsets, panoramic photos, and the feeling of floating above the city. For those unable to visit in person, a digital twin allows guests to explore the hotel’s services virtually.
While the Madrid project is defined by its dynamic character, the rooftop at Riu Plaza Chicago on Magnificent Mile focuses on elegance and restraint. Its design, inspired by the legendary Chicago School of Architecture, combines steel and glass. The venue also features a unique attraction for thrill-seekers—a glass balcony soaring 88 meters above the ground, creating a sensation of weightlessness over one of the world’s most impressive cities. Signature cocktails and international cuisine complete the atmosphere, making this location ideal for both business meetings and relaxation.
In Mexico, Riu Plaza Guadalajara has set a new standard for heights. The skyscraper, standing 204 meters tall, is the highest building in the city. Its rooftop bar on the 41st floor offers not just panoramic views but a genuine defiance of gravity: a suspended glass balcony at an altitude of 215 meters. The space, with a capacity of up to 370 people, quickly became the epicenter of social life in Guadalajara, offering a breathtaking view of the city.
These projects are part of Riu’s well-considered business strategy. The company does not just build hotels—it creates landmark destinations shaping the cityscape and attracting media attention. The success of this model is reflected in the financial results: in 2024, the company’s turnover exceeded 4 billion euros. This demonstrates that in today’s hospitality industry, investment in unique experiences and spectacular views are fully justified.
