Hyatt Hotels Corp. is aiming to open more than 50 luxury and lifestyle hotels across the world by 2026.
Demand for luxury travel has been witnessing a steady surge, with Savills forecasting a 52.8% jump in Europe’s existing hotel stock by 2028, highlighting strong investor confidence in the segment’s long-term growth potential. About 70% of Hyatt’s rooms globally are in the luxury and upper upscale categories, the company said in a release. Hyatt has grown its luxury and upper upscale segment by adding 28 hotels and resorts in the past three years and doubled its luxury room count since 2017.
The lifestyle segment is particularly thriving, fueled by experience-focused offerings that appeal to new generations of travelers, Hyatt said. The group has quintupled its lifestyle rooms since 2017 and growing by 28 lifestyle hotels in 2024 alone. Hyatt’s presence in this segment was further strengthened by the recent acquisition of Standard International and its brands and affiliates, along with the creation of a new dedicated Lifestyle group. The new group will be based in New York City and led by President & Creative Director Amar Lalvani, the former executive chairman of Standard International.
Hyatt’s ambitious pipeline of over 50 luxury and lifestyle hotels include openings like Miraval, The Red Sea, scheduled to debut in late 2025. Offering a wellness experience in the Red Sea destination, the property marks Miraval brand’s international debut. Other openings in the next two years include Park Hyatt Kuala Lumpur, Park Hyatt Johannesburg, Andaz Miami Beach and Andaz Gold Coast.
“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,” said Javier Águila, group president, EAME, Hyatt. “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 specialized talent to enhance our luxury and lifestyle offerings.”
With an existing collection of 256 luxury and lifestyle hotels and resorts across 45 countries (including 58 in EAME), Hyatt’s expansion strategy includes widening its network in sought-after destinations as well as new markets. To unlock the next level of international growth, Hyatt is introducing specific portfolios with greater focus and maximization.
The Luxury portfolio features “ultraluxe escapes” and includes brand such as Park Hyatt, Alila and Miraval.
The Lifestyle portfolio is meant for guests “who are always at the center of culture” and encompasses brands such as Andaz, Thompson Hotels and the newly acquired Standard International brands including The Standard and Bunkhouse.
“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. Our commitment is to create transformative and memorable travel moments that not only bring our guests back but also reinforce their confidence that Hyatt will always provide the pinnacle of hospitality,” said Crystal Vinisse Thomas, VP & global brand leader, lifestyle & luxury brands, Hyatt.