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Hyatt Unveils European Expansion Plans

Strategy targets 30 percent growth in the group’s brand presence across the Continent

December 18, 2020

Hyatt has announced further expansion in Europe, with plans to add 20 managed and franchised new hotels to its portfolio by the end of 2023. The group’s lifestyle brands Andaz, Alila and Hyatt Centric, along with its independent brand The Unbound Collection, make up half of Hyatt’s presence in Europe.

Currently the hotel group has 63 properties under nine Hyatt brands in 22 European countries. The additional managed and franchised deals will broaden its brand footprint in Europe by over 30 percent. The group says the Hyatt Place and Hyatt House brands “remain a strategic priority” with eight additional properties planned across Western Europe through 2023.

Despite the difficulties the hospitality industry has faced this year, Hyatt’s aggressive plans in Europe are part of a larger global strategy, with the group targeting 33 percent growth in the Americas and similar expansion elsewhere.

The European initiative will focus on the UK, nearly doubling Hyatt’s growth in that market over the next few years, as well as increasing its presence in France and Spain. In addition, the group will premiere in new destinations, with plans for the first Hyatt-branded properties in Cyprus, Helsinki, Malta and Stockholm.

Hyatt has opened nine properties in Europe this year, including its first dual-branded property at Paris Charles de Gaulle airport and the Hyatt Regency Sofia in Bulgaria. Some of the upcoming properties in Hyatt’s expanding portfolio include:

Among the firsts for Hyatt in the pipeline:

• The 203-room Park Hyatt London River Thames, the first Park Hyatt hotel in the UK.

• The 150-room Hyatt Centric Cambridge, the first Hyatt Centric in the UK.

• The Andaz Lisbon will be the first Andaz-branded hotel in Portugal, and the Andaz Prague will be the first Hyatt-branded hotel in the Czech Republic.

• The Hyatt Centric hotel in Reykjavik, the first Hyatt-branded hotel in Iceland.

The Hyatt Regency Sofia

“Because Hyatt-branded hotels have not oversaturated many European markets, we continue to intentionally grow our brands in places that matter most to our guests,” said Peter Norman, senior vice president real estate and development EAME/SWA at Hyatt.

“Supported by strong brand recognition and demand for the high-quality experiences for which Hyatt is known, we look forward to welcoming guests and World of Hyatt members in these key European destinations.”