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Hyatt (US) Announces Significant Brand Expansion Plans In Europe

08 Dec 2020 - Hyatt expects to grow its European brand portfolio by more than 30 percent through 2023, with a strong focus on its independent collection and lifestyle brands

New Hyatt-branded hotels are planned for London, Reykjavik, Helsinki, Prague, Lisbon, and Edinburgh, some of the most sought-after destinations in the world

Hyatt today announced plans to grow its brand portfolio in Europe significantly by the end of 2023 with more than 20 executed managed and franchised deals for new hotels in some of the most desirable destinations in the world. These properties are expected to join 63 Hyatt-branded hotels across nine distinct brands in 22 European countries. 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. This growth is fueled 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."

Norman continued, "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."

In the United Kingdom, which remains a priority growth market, the introduction of the first Park Hyatt hotel in London's redeveloped Nine Elms district will further bolster Hyatt's brand presence. Hyatt plans to nearly double its brand growth in the U.K. in the next few years, and this growth is complemented by strong regional demand in France and Spain - through the development of both Hyatt's full and select service brands - as well as entry into new markets with the first Hyatt-branded properties in Stockholm, Helsinki, Malta and Cyprus.

So far this year, nine new Hyatt properties have opened in Europe, including Hyatt Regency Sofia, the first Hyatt hotel in Bulgaria; Hyatt Regency Malta; Hyatt Place Paris Charles de Gaulle Airport and Hyatt House Paris Charles de Gaulle Airport, Hyatt's first dual-branded select service development in Europe giving travelers the benefits of both brands under one roof; and most recently, the 144-room Hotell Reisen in Stockholm, Sweden marking the first hotel in Scandinavia under The Unbound Collection by Hyatt brand.

Notable newly executed deals include plans for:

The 203-room Park Hyatt London River Thames in London, one of Europe's top places to visit, which will be the first Park Hyatt hotel in the U.K. The introduction of the Hyatt Centric brand to the U.K. with Hyatt Centric Cambridge

Hyatt's foray into Northern Europe with two new hotels within The Unbound Collection by Hyatt brand, including the 224-room Grand Hansa Hotel in Helsinki, Finland - regarded by travelers as one of the best big city destinations in the world

A Hyatt Centric hotel in Reykjavik, which is noted as one of the trendiest European travel spots, will be the first Hyatt-branded hotel in Iceland

The former Byblos Hotel in Mijas, Spain will be part of The Unbound Collection by Hyatt brand and will mark a significant expansion of Hyatt's brand footprint in the country's most visited region, Andalusia

The first Andaz-branded hotel in Portugal with Andaz Lisbon, and the first Hyatt-branded hotel in the Czech Republic with Andaz Prague

The first Alila-branded resort in Europe with Alila La Gruyère in Switzerland

The Hyatt Place and Hyatt House select service brands remain a strategic priority with eight additional properties planned across Western Europe through 2023

This announcement signals significant intentional growth plans for Hyatt that will increase its brand footprint in Europe by more than 30 percent in nine new countries and grow further in seven existing markets.