It had been in the pipeline since the acquisition of International Standard and its lifestyle brands The Standard and Bunkhouse Hotels: the Hyatt group has redesigned its brand architecture around five distinct, redefined portfolios. This follows on from the previous 'collections' of Timeless, Boundless, Independent and Inclusive, which were organised around five distinct, redefined portfolios. transfers between old and new centres. Alila, previously part of the Boundless collection, joins Park Hyatt within the Luxury portfolio, as does the Unbound Collection, which was previously part of the Independent Collection brands. JdV by Hyatt is also joining the new Lifestyle division.
Designed, according to Mark Hoplamazian, CEO of Hyatt, to " create long-term value for owners and boost the performance of our hotels by offering distinctive experiences to travellers" This new organisation highlights the Group's current key areas of focus, the lifestyle and all-inclusive segments. Following the acquisition in 2021 of Apple Leisure Group, one of the heavyweights of all-inclusive resorts, Hyatt has continued its offensive with the creation at the end of the year of a 50/50 joint venture with Grupo Piñero to integrate the Bahia Principe resorts into its offer, bringing to 11 the number of brands in its all-inclusive division.
Closer to the expectations of business travellers, this strategic realignment also brings together, above all, the lifestyle offer that the American group has set itself. built up through acquisitionsThese include Two Roads Hospitality in 2018 and its JdV and Thompson banners, and more recently Standard International, as well as the company acquired from its German partner Lindner, Me&All Hotels. In addition to Andaz, which was launched internally over the last decade, Hyatt's lifestyle offering has seen year-on-year growth of more than 20 % in the number of hotels opened this year, and 50% if current projects are included.
In this context, new developments are expected in 2025 with the inauguration of JdV establishments in the heart of Toronto, the TOOR hotel, and in Anchorage, the Wildbirch, as well as the unveiling of Andaz hotels in Miami Beach and Lisbon, and a major business hotel in Brussels, The Standard Brussels. Announced for next May, this opening is part of the redevelopment of the two towers of the World Trade Center, which will be combined into one to house offices, coworking spaces and luxury flats, as well as a 180-room hotel and 20 long-stay accommodation units, topped by a rooftop bar-restaurant.
Hyatt's luxury division has already been enriched by the recent opening of the Fairmount boutique hotel in San Antonio, Texas, with another member of the Unbound Collection, the Seville Nomad, due to open in New York in the second half of the year. Also this year, the Park Hyatt brand will make its return to South Africa in Johannesburg, with the takeover and transformation of the luxury Winston boutique hotel under the guidance of the renowned Yabu Pushelberg design studio. But, above all, 2025 will see Park Hyatt Tokyo back in businessIn the third quarter, the hotel will unveil refreshed rooms and new bar and restaurant concepts to celebrate its 30th anniversary.
However, at a time when the Hyatt group is announcing a record number of new rooms - 138,000 in total - the company is also looking to expand its portfolio, its expansion is also based on its historic brandsThese are grouped together under the Classique division. Its Hyatt Regency brand has just been launched in Kenya with the Hyatt Regency Nairobi Westlands, offering 219 rooms, suites and flats and more than 2,000 m² dedicated to conferences and large banquets with 10 meeting spaces and one of the largest ballrooms in East Africa. Other business hotels are in the pipeline, with the first quarter seeing the opening of the only hotel within Bangkok's Suvarnabhumi airport, offering 610 rooms, eight restaurants and a vast meeting space, followed in the second half of the year by its debut in New York with the 795-room Hyatt Regency Times Square.
Hyatt can also count on the following to support its growth momentum its portfolio of Essentials brandsThe new mid-range and long-stay brand is spearheaded by its contemporary and more affordable design Hyatt StudiosHyatt, whose first hotel is due to open in the United States in the next few weeks and which has more than 50 contracts signed across the Atlantic. The group is also building on the recent relaunch of the Caption by Hyatt brand, which will be making its Australian debut at the southern end of Sydney's CBD later this year, while the Hyatt Place brand will land at New York's JFK airport next year.
