More than 50 hotels are set to open around the world by 2026 under Hyatt Hotels Corporation’s luxury and lifestyle brands, with the company reorganising its portfolio to better capitalise on a surge in luxury travel demand.
With Savills forecasting a 52.8% increase in Europe’s luxury hotel stock by 2028, Hyatt is ensuring it is well positioned to tap into the trend. It has already added a whopping 28 luxury hotels and resorts to its portfolio over the last three years and doubled its luxury room count since 2017. On the lifestyle front, it has quintupled rooms since 2017 and has added 28 lifestyle hotels in 2024 alone.
The company has also made several acquisitions, adding the brands and most of the affiliates of lifestyle hospitality company Standard International as well as luxury hotel booking site Mr & Mrs Smith.
“2024 has been a strong year for the Europe, Africa and Middle East region, with luxury and lifestyle segments driving this success, as shown by the exceptional performance of our hotels and the excitement around openings like Park Hyatt London River Thames and Park Hyatt Marrakech,” Hyatt Group President EAME Javier Águila said.
“Our future in these highly sought-after segments looks brighter than ever, thanks to recent acquisitions like Mr & Mrs Smith and Standard International, as well as our commitment to building dedicated teams and leveraging specialised talent to enhance our luxury and lifestyle offerings.”
To unlock the next level of this intentional growth, Hyatt is introducing specific portfolios that “reflect greater focus and differentiation”.
A new dedicated lifestyle group will hold brands such as Andaz and Thompson Hotels as well as those of Standard International. As previously reported by LATTE in August 2024, it will be headquartered in New York City, with additional offices in Austin and Bangkok, led by Amar Lalvani as President & Creative Director. Lalvani was formerly Executive Chairman of Standard International.
Meanwhile, its luxury portfolio will include brands such as Park Hyatt, Alila and Miraval catering to the “most refined tastes”.
“Hyatt’s evolved brand portfolios showcase and more thoughtfully align our brands to guest preference and travel behaviour,” VP & Global Brand Leader Lifestyle & Luxury Brands, Crystal Vinisse Thomas said.
“We don’t take for granted that we are the brand of choice for high-end travellers. This trust drives us to constantly explore new and innovative ways to deliver unparalleled and unique experiences that exceed guest expectations.”
Among the new properties to open in 2025 and 2026 are Park Hyatt Los Cabos at Cabo del Sol, Miraval The Red Sea, Alila Dongao Island and Noor-Us-Sabah Palace in its Unbound Collection.
