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Hyatt Hotels has revealed a growth strategy aimed at entering 13 new markets across the Europe, Africa, and Middle East (EAME) region, where the brand is not yet present.
This expansion is set to take place between 2025 and 2028, with a pipeline that includes debuts in Estonia, Iceland, Romania, Cape Verde, and Mauritius.
It follows a strong performance in the EAME region. As per Hyatt’s third quarter (Q3) 2024 earnings, hotels in Europe saw growth in key areas: RevPAR increased by 12.1%, ADR rose by 5.8%, and occupancy went up by 3.8%.
In the resort sector, net package RevPAR grew by more than 14%, driven by the performance of Hyatt’s Inclusive Collection properties in Spain, Greece, Portugal, and Bulgaria, highlighting the company’s success in this segment.
The expansion is also part of Hyatt's strategy to add 50 new hotels globally by next year, focusing on luxury and lifestyle segments.
Hyatt president and CEO Mark Hoplamazian said: “Since 2017, we have strategically expanded our global portfolio by nearly 90% to over 1,350 properties. It is inspiring to see the EAME region continue to thoughtfully add hotels in markets that matter most to our guests, World of Hyatt members, customers, owners, and investors.
“Our accelerated expansion is a testament to Hyatt’s strength in luxury, lifestyle, and all-inclusive hospitality. As we continue to deliver on our promise of intentional growth, we are confident in the continued bright future ahead across the EAME region.”
In Spain, Hyatt's portfolio has seen growth, expanding from four hotels to 55, with more than 14,500 rooms as of 31 December 2024.
This growth is attributed to strategic acquisitions, encompassing the all-inclusive pioneer Apple Leisure Group in 2021, lifestyle hospitality company Standard International in 2024, and a joint venture with Spanish Grupo Piñero.
These moves have introduced properties such as The Standard, Ibiza and five Bahia Principe branded hotels to Hyatt's Inclusive Collection in Europe.
Hyatt EAME group president Javier Águila said: “Spain represents our largest market in EAME, and Hyatt is committed to expanding its portfolio in leisure, luxury, and lifestyle segments, across coastal destinations, islands and major and secondary cities.”
Set to open by next year, the Thompson Sevilla is among the highly anticipated additions to Hyatt's Spanish portfolio, introducing one of Hyatt's lifestyle brands to Spain's fourth-largest city.
Beyond EAME, Latin America and the Caribbean are also focal points for Hyatt, with leisure travel driving growth.