Hyatt Hotels Corporation announced a strategic expansion of its lifestyle hotel offer through Europe, the Middle East and Africa (EMEA), with 14 new properties that should open by 2027.
This development is part of a broader initiative to improve the presence of the group in the lifestyle segment and reflects a continuous change towards an operational model centered on the brand.
The planned additions will increase the number of Hyatt lifestyle rooms in the region by around 36%, by more than 7,400 rooms currently at more than 10,000. This expansion is supported by the company growth pipeline, which amounted to a record of 138,000 rooms worldwide at the end of 2024.
“We think we have the best brands and the best team in industry”, “focusing on our brand while expanding our global imprint in this segment requires creativity and commitment, which are the two fundamental pillars on which we have built this new division. I am convinced that we have implemented a structure that has the autonomy and support necessary to direct the sector. ” – Amar Lalvani, president and creative director of Hyatt Lifestyle Group.
Key projects include:
– The Standard, Brussels – a property of 29 floors with 200 rooms and suites, which opens in the second quarter of 2025 – while the hotel will include a restaurant and a bar on the roof, Lila 29.
– Another opening is Andaz Lisbon, expected at the end of 2025, which will include 170 rooms distributed in five interconnected buildings in the Baixa district of the city. In addition, the hotel will include a restaurant on the roof Luzzi and its terrace.
Additional developments are planned in Lisbon and Magna (Neom), positioning Hyatt on new markets such as Belgium, Portugal and Saudi Arabia in the lifestyle.
“Being focused on the brand means structuring our organization and our strategy around the specific needs of our customers, partners and owners”, while our client and our travelers are evolving, Hyatt welcomes more and more visitors from various backgrounds and travel for different reasons. This development has a direct involvement on our approach: to approach these different categories of customers in a credible, authentic and relevant way, we need talented teams that live and fully embody each of our brands. » – Mark Hoplamazian, President and Chief Executive Officer of Hyatt”
This growth is aligned with the recent acquisition by the Société de standard international and the creation of a dedicated lifestyle division whose headquarters are in New York. The initiative is led by Amar Lalvani, which has the industry experience from its previous role at Standard International.
To further support this transition, Hyatt introduced revised brand architecture at the end of 2024, now structured around five segments: luxury, lifestyle, inclusive, classic and essential. The company also appointed Marc Jacheet as a group president for the EMEA region, as of March 17, 2025, providing a large leadership experience of world recognized luxury brands.
