NEWS | Leisure Demand Continues to Drive Hyatt's Brand Growth in Europe

Hyatt’s diverse brand portfolio reflects sustained growth, fueled largely by its independent collection and lifestyle brands

CHICAGO (September 7, 2021) – Hyatt Hotels Corporation (NYSE: H) today 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.

Today’s 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.”

Newly executed deals include:

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. The region is also well known for its wealth of sporting options, including skiing, mountain biking, hiking and golfing; one of the most renowned golf tournaments played on European soil takes place in Crans-Montana each year. The hotel is expected to deliver on the brand’s mission of providing experiences that inspire unforgettable memories for guests seeking elevated yet unscripted service when they travel. Inside the hotel, the rooms and suites will be characterized by their elegant and luxurious décor. The hotel’s food and beverage outlets will offer high-quality local products and regional cuisine at both the main restaurant and the Swiss Chalet, creating unique dining experiences for worldly, independent-minded guests.