Lifestyle and boutique hotels make up half of Hyatt's European pipeline

George Sell George Sell Uploaded 09 December 2020

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Europe: Hyatt Hotels has revealed plans for 63 new hotels across nine brands in 22 European countries by 2023.

Andaz, Alila, and Hyatt Centric – Hyatt’s lifestyle brands – and The Unbound Collection by Hyatt – one of Hyatt’s independent collection brands – make up half of Hyatt’s executed deals in Europe. The company says this growth is fuelled by a growing desire from travellers, World of Hyatt members, and owners for hotels that offer "unique, differentiated experiences that foster genuine connections with people and cultures".

“Hyatt is in the process of transforming the hotel landscape in Europe with planned openings for new Hyatt-branded hotels in some of the most sought-after leisure destinations in the world,” said Peter Norman, senior vice president real estate and development EAME/SWA, Hyatt.

“Supported by strong brand recognition and demand for the high-quality experiences for which Hyatt is known, we look forward to welcoming guests and World of Hyatt members in these key European destinations. Further, with half of Hyatt’s executed pipeline in Europe consisting of franchise agreements, we are thrilled to collaborate with a number of new, as well as existing, owners to bring these exciting projects to fruition.”

“Because of today’s unprecedented business climate, owners of independent hotels are understandably looking for a reputable brand with strong distribution channels for added support, which makes hotel conversions a big growth driver for Hyatt through our independent collection brands, including The Unbound Collection by Hyatt. At Hyatt, we have always taken a flexible and thoughtful approach to crafting deals that benefit both parties, and now more than ever, the success of that approach is evident. Because Hyatt-branded hotels have not oversaturated many European markets, we continue to intentionally grow our brands in places that matter most to our guests," he added.

Notable newly executed deals include plans for Andaz hotels in Lisbon and Prague, Alila La Gruyère in Switzerland and new members of the Unbound Collection in Düsseldorf, Stockholm, Helsinki and Mijas.

“The 2018 acquisition of Two Roads Hospitality established Hyatt’s compelling position in the lifestyle segment and further reinforced the strength of its existing lifestyle brands, Andaz and Hyatt Centric,” said Felicity Black-Roberts, vice president acquisitions and development Europe, Hyatt. “Also, the planned opening of Hyatt’s first Alila resort in Switzerland marks an important step as we anticipate adding more resorts to Hyatt’s lifestyle portfolio in Europe.”

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