Michel Morauw, Managing Director North EMEA for Hyatt International: "This is the most exciting time for us to be evolving and growing. This is all in line with our corporate culture of ‘We care for people’. Caring for our employees, customers and investors."

Global demand for MICE events now exceeds that of previous years. In Europe, this demand remains particularly strong, even after the Paris Olympic Games.

Gorka Bergareche, a Hyatt veteran with 27 years' experience, including 22 years at Park Hyatt, is now in charge of finding synergies between the luxury hotels in the EMEA region.

MICE strategy and development

Hyatt is actively developing its MICE offering, particularly for small upmarket groups, with exclusive events such as the privatisation of the Hôtel du Palais in Biarritz. With its 29 brands, including Park Hyatt, Unbound Collection, Regency, Joie de Vivre, and soon Hyatt Centric in Reims, Hyatt continues to expand its portfolio.

Michel Morauw: ‘Hyatt is a global brand, but we remain smaller than other brands. This allows us to remain agile and almost family-sized internally. Many of our executives and managers have been with us for years.

In Europe, 15 new openings are planned for 2024, with a further 75 projects in the pipeline. The European market is proving particularly buoyant, as is Saudi Arabia, which is seen as an incredible medium- and long-term destination requiring a diversified offering.

MICE and personalisation

Hyatt continues to emphasise personalisation and well-being in its services. The ‘Together By Hyatt’ platform, launched in 2021 in partnership with travel consultants, aims to strengthen the MICE offering.

Michel Morauw: ‘Even in large hotels like Etoile, our expertise lies in personalisation. There are major trends such as well-being, and we make sure we make that available. There's also customisation in terms of catering. Responding to CSR constraints is also key, because our customers expect it too.

Changing customer mix

Changes in international markets are also influencing Hyatt's strategy. While Russian customers are declining, other markets such as Korea and the United States are taking over, with a marked return of Chinese tourists.

Gorka Bergareche, Area VP Operations Luxury Hotels EAME: ‘There has been a sharp drop in Russian customers, who have been replaced by others such as Koreans. The United States is our main market: 90% of groups and 15% of MICE. With the strength of the company, we are looking for a group clientele that does not compete with our individual clientele. Chinese customers are also making a strong comeback, but not at pre-Covid levels.