CHICAGO – Hyatt Hotels Corporation (NYSE: H) today announced plans to further strengthen its leadership position in the lifestyle hospitality segment across Europe, Africa and the Middle East (EAME), with the planned opening of 14 new lifestyle hotels by 2027.
These planned openings, part of Hyatt’s executed pipeline as of December 31, 2024, are set to expand the company’s lifestyle rooms in EAME by 36% – from over 7,400 today to more than 10,000 in just three years.
This planned expansion includes highly anticipated hotels such as The Standard, Brussels, Andaz and Standard hotels in Lisbon, and an Andaz property in Magna, NEOM’s coastal destination – marking Hyatt’s debut in the lifestyle segment in Belgium, Portugal and Saudi Arabia. The Standard, Lisbon also marks Hyatt’s first branded lifestyle residences in the region.
“We believe we have the best brands and the best team in the industry,” said Amar Lalvani, President & Creative Director of Hyatt’s Lifestyle Group. “Honing our brand focus while growing our footprint globally in this segment requires creativity and commitment which are the two foundational pillars upon which we have built this new division. I am confident that we have put in place a structure that has the requisite autonomy and support to be the industry leader.”
Upcoming openings in the Lifestyle Portfolio in EAME include:
The Standard, Brussels will mark a bold entry for Hyatt into the Belgian capital. The Standard will be housed in a 29-story property that will feature 200 rooms and suites along with the brand’s first foray into longer-term rental accommodations designed to appeal to young professionals who come to Brussels on assignment. The hotel will feature a vibrant rooftop restaurant and bar, Lila 29, the type for which the brand is renown from New York to London to Bangkok (expected to open Q2 2025).
Andaz Lisbon, located in the vibrant Baixa district, will span five buildings, including the former Banco Português de Investimento headquarters. With 170 guestrooms, Luzzi rooftop restaurant and Terrace, and signature arrival experience, Andaz Lisbon brings to the market global sophistication rooted in local culture that embodies the brand from New York City to Tokyo (expected to open Q3 2025).
Advancing Hyatt’s Brand-Focused Evolution
The planned lifestyle growth is part of Hyatt’s evolution toward a more brand-focused organization.
Key steps in this strategic shift include the acquisition of Standard International and the formation of a new dedicated lifestyle group, headquartered in New York City and led by Amar Lalvani, former Executive Chairman at Standard International.
Additionally, at the end of last year, Hyatt introduced the evolution of its brand architecture into five distinct portfolios – Luxury, Lifestyle, Inclusive, Classics, and Essentials – enhancing Hyatt’s ability to align expertise and resources while delivering exceptional value for each portfolio’s guests, customers, and owners.
Recently, the company announced a series of senior leadership changes designed to further its transformation into a more brand-focused enterprise. Those include the appointment of Marc Jacheet as Group President, Europe, Africa and the Middle East (EAME), effective March 17, 2025. Jacheet brings more than 25 years of leadership experience at global luxury and consumer brands, including De Beers, Louis Vuitton, Moët & Chandon, Evian and Tiffany & Co.
To be brand-focused means structuring our organization and strategy around the distinct needs of our guests, customers and owners. As our guest and customer base has evolved, Hyatt has increasingly welcomed travelers from more walks of life, from more places and traveling for more reasons. This evolution has a clear implication for our approach to business: to speak credibly, authentically and persuasively to these distinct sets of guests, we need talented teams who live and breathe each of our brands. Mark Hoplamazian, President & CEO, Hyatt
Today’s announcement underscores Hyatt’s continued growth trajectory, with its pipeline reaching a record high, expanding 9% year-over-year to 138,000 rooms and achieving net rooms growth of 7.8% in 2024.
For more information on Hyatt, visit: https://www.hyatt.com/
The term “Hyatt” is used in this release for convenience to refer to Hyatt Hotels Corporation and/or one or more of its affiliates.
About Hyatt Hotels Corporation
Hyatt Hotels Corporation, headquartered in Chicago, is a leading global hospitality company guided by its purpose – to care for people so they can be their best. As of June 30, 2024, the Company’s portfolio included more than 1,350 hotels and all-inclusive properties in 78 countries across six continents. The Company’s offering includes brands in the Timeless Collection, including Park Hyatt®, Grand Hyatt®, Hyatt Regency®, Hyatt®, Hyatt Vacation Club®, Hyatt Place®, Hyatt House®, Hyatt Studios, and UrCove; the Boundless Collection, including Miraval®, Alila®, Andaz®, Thompson Hotels®, Dream® Hotels, Hyatt Centric®, and Caption by Hyatt®; the Independent Collection, including The Unbound Collection by Hyatt®, Destination by Hyatt®, and JdV by Hyatt®; and the Inclusive Collection, including Impression by Secrets, Hyatt Ziva®, Hyatt Zilara®, Zoëtry® Wellness & Spa Resorts, Secrets® Resorts & Spas, Breathless Resorts & Spas®, Dreams® Resorts & Spas, Hyatt Vivid Hotels & Resorts, Alua Hotels & Resorts®, and Sunscape® Resorts & Spas. Subsidiaries of the Company operate the World of Hyatt® loyalty program, ALG Vacations®, Mr & Mrs Smith™, Unlimited Vacation Club®, Amstar DMC destination management services, and Trisept Solutions® technology services. For more information, please visit www.hyatt.com.
Forward-Looking Statements
Forward-Looking Statements in this press release, which are not historical facts, are forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. In some cases, you can identify forward-looking statements by the use of words such as “may,” “could,” “expect,” “intend,” “plan,” “seek,” “anticipate,” “believe,” “estimate,” “predict,” “potential,” “continue,” “likely,” “will,” “would” and variations of these terms and similar expressions, or the negative of these terms or similar expressions. Such forward-looking statements are necessarily based upon estimates and assumptions that, while considered reasonable when made, are inherently uncertain, and are subject to numerous assumptions and uncertainties, many of which are outside of Kiraku, Inc. or Hyatt’s control, which could cause actual results, performance or achievements to differ materially from those expressed in or implied by such statements. Forward-looking statements made in this press release are made only as of the date of their initial publication and neither party undertakes an obligation to publicly update any of these forward-looking statements as actual events unfold, except to the extent required by applicable law. If one or more forward-looking statements is updated, no inference should be drawn that any additional updates will be made with respect to those or other forward-looking statements.
