Hyatt prepares to stretch brand portfolio in Europe

New agreements expected to increase Hyatt’s brand presence in France, Germany, Italy, Spain and Switzerland

Hyatt Hotels Corporation has announced that a Hyatt affiliate has entered into six new management and franchise agreements for hotels in Europe across The Unbound Collection by Hyatt, JdV by Hyatt, Hyatt Centric, and Hyatt Regency brands, further emphasising a growing desire from travellers, World of Hyatt members, and owners for hotels that offer unique, differentiated experiences and foster genuine connections with people and cultures. 

The agreement will help Hyatt to significantly expand its brand portfolio in Europe by the end of 2023. The six new executed agreements are expected to increase Hyatt’s brand presence in France, Germany, Italy, Spain and Switzerland. This is in addition to the recently announced planned acquisition of Apple Leisure Group (ALG), which is expected to expand Hyatt’s European brand footprint by 60 per cent.

“The newly executed agreements highlight the positive strides we are making towards our growth strategy in Europe, and the new projects sit alongside a strong pipeline of Hyatt-branded hotels scheduled to open over the coming years. Confidence in the hospitality sector remains high among investors, and we are delighted to collaborate with leading owners and operators who recognise the value and profitability of Hyatt’s entire brand portfolio, with an emphasis on Hyatt’s independent collections, including The Unbound Collection by Hyatt and JdV by Hyatt brands, and lifestyle brands, including Hyatt Centric. With these new deals, we are asserting our expertise in leisure destinations, reinforcing that Hyatt’s brands continue to resonate and cater to leisure travellers,” said Felicity Black-Roberts, Vice President Development, Hyatt, Europe.


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