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The Standard, Ibiza – Image Credit Hyatt
Hyatt Hotels Corporation has announced its intent to broaden its brand presence across Europe, Africa, and the Middle East (EAME) by 2028. The company plans to add hotels in 13 new markets with no existing Hyatt hotels.
This decision follows a robust year for the hotel chain in the EAME region. Hyatt’s 2024 Q3 earnings report showed growth in key metrics, with an increase in Revenue per Available Room (RevPAR) by 12.1%, Average Daily Rate (ADR) by 5.8%, and occupancy by 3.8%. The resort segment also saw a 14% growth in Net Package RevPAR, primarily driven by Hyatt’s Inclusive Collection properties in Spain, Greece, Portugal, and Bulgaria.
Hyatt’s EAME expansion includes projects in new European and African markets like Estonia, Iceland, Romania, Cape Verde, and Mauritius. The plan also includes luxury and lifestyle properties such as Park Hyatt Johannesburg, Miraval The Red Sea, Andaz Doha, and Andaz Lisbon. These are all part of Hyatt’s goal to add 50 new hotels globally by 2026.
As of September 2024, Hyatt’s portfolio in the EAME region includes over 200 properties and more than 45,000 rooms across 40+ countries. The room count in Europe has tripled since 2017.
Spain remains a key growth market for Hyatt, with the hotel’s portfolio growing significantly over the last five years. As of December 2024, Hyatt has expanded from four hotels with just over 1,000 rooms in 2020 to 55 hotels with more than 14,500 rooms. This growth is largely due to strategic acquisitions, including Apple Leisure Group in 2021, Standard International in 2024, and a joint venture with Spanish Grupo Piñero.
Spain is the second-largest market globally for international tourist arrivals. In 2023, it had 85.2 million visitors and generated $92 billion in revenue from inbound international tourists. Hyatt’s expansion plans in Spain include the anticipated Thompson Sevilla by 2026.
In addition to EAME, Hyatt plans to grow in Latin America and the Caribbean, with expansion fueled by leisure travel. A joint venture with Grupo Piñero resulted in 21 Bahia Principe branded resorts across the Dominican Republic, Mexico, Jamaica, and Spain and added approximately 12,000 rooms to Hyatt’s all-inclusive rooms portfolio, representing a 30% increase.
Hyatt’s plans in the Caribbean include openings scheduled for the first half of 2025, such as Hyatt Regency Panama City, Hotel La Compañía del Valle, Park Hyatt Los Cabos at Cabo del Sol, and Secrets Baby Beach Aruba.
