Leisure Demand Continues to Drive Hyatt’s Brand Growth in Europe

Hyatt Hotels Corporation | September 07, 2021

Hyatt Hotels Corporation announced that a Hyatt affiliate has entered into six new management and franchise agreements for hotels in Europe across The Unbound Collection by Hyatt, JdV by Hyatt, Hyatt Centric, and Hyatt Regency brands, further emphasizing a growing desire from travelers, World of Hyatt members, and owners for hotels that offer unique, differentiated experiences and foster genuine connections with people and cultures.

This announcement builds on Hyatt’s growth strategy to significantly expand its brand portfolio in Europe by the end of 2023 – the six new executed agreements are expected to increase Hyatt’s brand presence in France, Germany, Italy, Spain, and Switzerland. This is in addition to the recently announced planned acquisition of Apple Leisure Group (ALG), which is expected to expand Hyatt’s European brand footprint by 60 percent.

“The newly executed agreements highlight the positive strides we are making towards our growth strategy in Europe, and the new projects sit alongside a strong pipeline of Hyatt-branded hotels scheduled to open over the coming years,” said Felicity Black-Roberts, Hyatt’s vice president development, Europe. “Confidence in the hospitality sector remains high among investors, and we are delighted to collaborate with leading owners and operators who recognize the value and profitability of Hyatt’s entire brand portfolio, with an emphasis on Hyatt’s independent collections, including The Unbound Collection by Hyatt and JdV by Hyatt brands, and lifestyle brands, including Hyatt Centric. With these new deals, we are asserting our expertise in leisure destinations, reinforcing that Hyatt’s brands continue to resonate and cater to leisure travelers.”

The Unbound Collection by Hyatt
The Unbound Collection by Hyatt hotel in Crans-Montana, Switzerland

The luxurious boutique hotel Rhodania in the Swiss Alps is expected to join The Unbound Collection by Hyatt in 2023. The 41-room hotel is currently located right on the third tee of the famous Severiano Ballesteros golf course, approximately 4,900 feet (1,500 meters) above sea level in one of the most prestigious and well-established year-round mountain destinations in Switzerland.

ll Tornabuoni Hotel in Florence, Italy

A Hyatt affiliate has entered into a franchise agreement with AG Group for Il Tornabuoni Hotel in Florence, which will join The Unbound Collection by Hyatt brand. The luxury boutique 62-room hotel is expected to open in October 2021 and will be the first Hyatt-branded property in Florence.

JdV by Hyatt
The Tribune Hotel in Rome, Italy

The Tribune Hotel, which is expected to join the JdV by Hyatt brand, will mark a significant and long-awaited milestone in Hyatt’s growth strategy: the introduction of the Hyatt brand to Rome.

A JdV by Hyatt hotel in Bordeaux, France
Driving further momentum within Hyatt’s independent collections portfolio, the JdV by Hyatt brand is expected to debut its first hotel in Bordeaux, France, a city rich in architectural and cultural heritage with highlights including its famous harbor, Port de la Lune, a UNESCO World Heritage Site.

Hyatt Centric
Hyatt Centric Altstadt Hamburg in Hamburg, Germany

The Hyatt Centric brand will debut in Germany under a franchise agreement between a Hyatt affiliate and SV Hotel AG. Hyatt Centric Altstadt Hamburg will be located on Moenckebergstrasse, one of Hamburg’s most vibrant shopping streets. As a brand synonymous with adventure and being in the center of the action, the Hyatt Centric brand is a perfect addition to this vibrant location.

Hyatt Regency
Hyatt Regency Madrid Residences in Madrid, Spain

Hyatt Regency Hesperia Madrid will expand on its current hotel accommodations to include a residential component – Hyatt Regency Madrid Residences. With 22 premium apartments, the new complex will be located at Paseo de la Castellana, in the heart of the financial center of the capital and in close proximity to many international businesses, diplomatic offices and embassies.

Recent Hyatt hotel openings across Europe include:
  • Hyatt Place Ekaterinburg in Ekaterinburg, Russia
  • Hyatt Place London City East in London, United Kingdom
  • 7Pines Resort Ibiza, part of the Destination by Hyatt brand, in Ibiza, Spain
  • Hyatt Regency Zurich Airport The Circle in Zurich, Switzerland
  • Hôtel du Palais Biarritz, re-opened as part of The Unbound by Hyatt Collection brand, in Biarritz, France
  • Three Story Hotels in Sweden, which joined the JdV by Hyatt brand, including Story Hotel Riddargatan and Story Hotel Signalfabriken Stockholm and Story Hotel Studio Malmö in Malmö

About Hyatt Hotels Corporation
Hyatt Hotels Corporation, headquartered in Chicago, is a leading global hospitality company offering 20 premier brands. As of June 30, 2021, the Company's portfolio included more than 1,000 hotel and all-inclusive properties in 68 countries across six continents. The Company's purpose to care for people so they can be their best informs its business decisions and growth strategy and is intended to attract and retain top employees, build relationships with guests and create value for shareholders.

About AG Group
AG Group is Italy’s first Italian-owned hospitality group capable of providing all aspects of demand for tourism in-house with boutique hotels, DMC/ tour operator & event management, hotel consultancy, culinary outlets and retirement homes.

Alboran Hotels and Hospitality
Alboran is an active owner of hotel properties with in-depth hotel knowledge and experience of all operating models. Founded in 2016, Alboran’s business concept stands for two main skills, real estate and hotel operations with a focus on sizeable hotels in key leisure and corporate destinations.

About SV Group
SV Hotel is part of the hospitality and hotel management group SV Group, headquartered in Dübendorf near Zurich. As a franchisee, SV Hotel operates hotels of the Marriott brands Courtyard, Residence Inn, Renaissance and Moxy in Switzerland and Germany.

About Hesperia Hotels & Resorts
Hesperia Hotels & Resorts is one of Spain’s leading hotel groups, with an established presence in urban and leisure destinations. It is one of the companies with the most experience and knowledge of the industry, having been in operation for more than 20 years


Turning around a destination to once again attract profitable customers often requires a reevaluation of its competitive positioning. This issue of the Wanderlust Report presents a method for addressing positioning problems of underperforming and distressed destinations.


Turning around a destination to once again attract profitable customers often requires a reevaluation of its competitive positioning. This issue of the Wanderlust Report presents a method for addressing positioning problems of underperforming and distressed destinations.

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