In the winter of 2009-2010, TUI Travel PLC decided to set up its own hotel management for the at the time very important Turkish market. The object was to secure a sustainable operation, with the strategic goal of becoming the leading hotel operator in the region.
Encompassing 14 hotels, 9 000 rooms, 22 000 beds and 5 500 employees during peak season, the project began in February 2010. Göran Plåt was assigned as Managing Director, and tasked with strategically structuring the business, managing its launch and developing a modern, sustainable hotel operation with a long-term development plan in place.
All hotels was successfully in operation in May of 2010. TTHotels is to this day one of the leading hotel management companies in Turkey.