Hyatt Hotels is doubling down on its commitment to luxury and lifestyle travel according to Tristan Dowell, global vice president of puxury, pifestyle and leisure. Luxury Travel Advisor sat down with Dowell at ILTM last month to get an update on the new dedicated luxury and lifestyle divisions, groundbreaking partnerships, an unprecedented pipeline of new openings and the Hyatt Prive program.

Here’s what we learned:

A New Structure for Luxury and Lifestyle

Javier Águila, group president EAME at Hyatt, made a major announcement at ILTM: the company is restructuring and has created a new, dedicated luxury group. Hyatt established a lifestyle group with the acquisition of Standard Hotels, led by Amar Lalvani, which is already generating major buzz—most notably by hosting the hottest New York Fashion Week party at The Manor, before the hotel even opened.

With similar ambitions for the luxury group and plans to further expand into branded residences, Hyatt is redefining its path forward in the luxury and lifestyle space. “We’re sharpening our focus, with the dedicated lifestyle portfolio, incorporating iconic brands like Standard, Thompson and JDV,” explained Dowell. On the luxury side, Hyatt has grouped brands such as Park Hyatt, Alila, Miraval, the Unbound Collection and Impression by Secrets, an all-inclusive brand. “This restructuring allows us to better support our luxury portfolio while preparing for significant growth,” Dowell noted, citing upcoming openings and a renewed emphasis on flagship properties.

Expanding the Global Footprint

Hyatt’s luxury brands are experiencing their largest growth phase in over 20 years. Recent and upcoming openings include Park Hyatt London River Thames and Park Hyatt Marrakech (recently opened), plus Park Hyatt Los Cabos, Kuala Lumpur and Johannesburg (2025) and Alila Shanghai and the Alila Villas Uluwatu in Bali. Additionally, Miraval Red Sea in Saudi Arabia is set to link guests to the Kingdom’s undiscovered regions. Dowell stressed the strategic significance of these openings, particularly in emerging luxury hotspots like South Africa and Saudi Arabia. “Since my time at Hyatt, which spans over 20 years, I’ve never seen this level of growth for the Park Hyatt brand,” he shared. “It’s a truly exciting time as we expand into key markets and elevate the luxury experience globally.”

Lifestyle Brands on the Rise

Lifestyle enthusiasts will find plenty to look forward to within the Hyatt portfolio. The integration of Standard Hotels is already a hit, with properties like The Standard, High Line in New York setting a benchmark. Upcoming openings include Andaz Bangkok, Andaz Lisbon and Andaz Turks and Caicos, as well as Thompson Rome, promising a boutique, residential vibe in the heart of the “Eternal City.” Dowell is particularly proud of how these acquisitions have evolved. “We’ve learned so much from the teams behind Thompson and Alila, scaling these brands without losing their unique DNA,” he shared. “It’s all about maintaining authenticity while expanding reach and appeal.”

Mr & Mrs Smith: A Boutique Game-Changer

Speaking of boutique hotels, Hyatt’s partnership with Mr & Mrs Smith is a strategic move to expand its reach into highly curated, smaller and unique properties. “World of Hyatt members can now use points for stays at one-of-a-kind destinations like tree lodges in Finland,” Dowell explained. Importantly, Mr & Mrs Smith retains its independent identity, ensuring the brand’s curation-focused ethos remains intact. “It’s all about giving our customers more choice and access to extraordinary experiences,” he added.

Prive: Empowering Travel Advisors

The Hyatt Prive program continues to evolve, with over 350 hotels participating, the platform is designed to empower travel advisors with tools like performance dashboards and direct connections to general managers. “Our advisors drive the highest ADRs and suite sales,” Dowell noted, adding that Hyatt Prive’s community fosters collaboration among global advisors.

During the forum with top Prive partners at ILTM, Dowell highlighted the importance of keeping the program exclusive and advisor-focused. “We’re very deliberate about which hotels join Prive. It’s not about quantity; it’s about quality and ensuring every property delivers a consistent luxury experience,” he said. Advisors also appreciated new features, including a travel agency dashboard for tracking performance and personalized support for creating bespoke guest experiences.

“We’ve also enhanced personalization,” Dowell continued. “If an advisor needs to arrange something special for a client—like a unique dinner at Park Hyatt Kyoto or a private experience at Alila Uluwatu—they can connect directly with the general manager through Prive. It’s all about making their jobs easier and their offerings more distinctive.”

Hyatt’s commitment to advisors doesn’t stop there. Prive participants can now earn World of Hyatt points for bookings. “We’re rewarding our partners for their loyalty and hard work,” Dowell said. “It’s just another way we’re investing in the travel advisor community.”

The Trends Driving Luxury Travel

Luxury travel remains robust, with demand driven by multi-generational trips and a growing appetite for transformative experiences. “There’s a real desire to explore off-the-beaten-path destinations,” Dowell said. “Younger travelers are especially fueling growth in all-inclusive offerings and seeking adventure and transformative experiences.”

During the Prive forum, advisors from across the globe shared insights into emerging trends. “It was fascinating to hear from partners in India, China, and the US about bookings patterns for next year,” Dowell shared. “The appetite for luxury travel remains incredibly strong.”

A Partnership-Focused Future

Hyatt’s dedication to travel advisors is unwavering. “They’re an extension of our brand team,” Dowell concluded. “As we expand our luxury and lifestyle offerings, travel advisors remain integral to our strategy. They’re not just partners; they’re a key part of our journey.”

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