Hyatt Hotels Corporation has entered into six new management and franchise agreements for hotels in Europe under the brands The Unbound Collection by Hyatt, JdV by Hyatt, Hyatt Centric and Hyatt Regency.
Hyatt's expansion strategy is to increase its brand portfolio in Europe by the end of 2023. These transactions are expected to increase the visibility of the Hyatt brand in five countries: France, Germany, Italy, Spain and Switzerland. In addition, Hyatt's planned acquisition of Apple Leisure Group (ALG) is expected to increase its footprint in Europe by 60%.
In Florence, Hotel II Tornabuoni will join The Unbound Collection by Hyatt brand. A franchise agreement with the AG Group has been concluded by a subsidiary of the Hyatt Group. The 62-room luxury hotel is expected to open in October 2021 and will be the first Hyatt-branded property in Florence.
The Tribune Hotel, which is expected to join the JdV by Hyatt brand, will mark a turning point in the group's growth strategy. It will introduce the Hyatt Group to Rome. As with Hotel II Tornabuoni, a Hyatt subsidiary has entered into a franchise agreement with the AG Group. The 52-room hotel will open in October 2021. It will be located near Via Veneto and close to the main tourist attractions. The hotel will be open to the neighbourhood and will have a rooftop.
Joie de Vivre by Hyatt is expected to open in Bordeaux in 2022. It will be the brand's first hotel in France. A franchise agreement has been signed by a Hyatt subsidiary with Alboran Hotels and Hospitality. The hotel's concept, which is based on the neighbourhood in which it is located, will allow for total immersion for its customers. The 147-room property will feature a restaurant and bar as well as a private rooftop speakeasy bar and terrace.
The Unbound Collection by Hyatt hotel in Crans-Montana, in the Swiss Alps, is expected to join the brand in 2023. The hotel will offer 41 rooms and will be located on the Severiano Ballesteros golf course, where one of the most renowned golf tournaments is held each year. The hotel will offer its guests a high quality but non-standard service and will be equipped with two restaurants.
Located in Hamburg, the Hyatt Centric Altstadt Hamburg will be situated in the Moenckebergstrasse, one of the busiest shopping streets. Considered one of the key international destinations for both leisure and business guests, Hamburg is a strategic location for the Hyatt Centric brand. The hotel, with a panoramic restaurant and bar on the top floor, outdoor seating and a fitness centre, is scheduled to open in 2025.
The residential component - Hyatt Regency Madrid Residences - with 22 flats will complete the existing Hyatt Regency Hesperia Madrid. It will be located in the heart of Madrid's financial centre, close to numerous international companies, diplomatic offices and embassies. The residence will offer flats from 100 m² to a 350 m² penthouse. Guests will also have access to the services and facilities of the Hyatt Regency Hesperia Madrid.
"The new projects add to a strong pipeline of Hyatt-branded hotels scheduled to open in the coming years," said Felicity Black-Roberts, vice president of development for Hyatt in Europe. "Confidence in the hotel industry remains high among investors, and we are delighted to be working with leading owners and operators who recognise the value and profitability of Hyatt's entire portfolio of brands, with a focus 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 agreements, we are affirming our expertise in leisure destinations, reinforcing that Hyatt's brands continue to resonate and meet the needs of leisure travelers."
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