In conjunction with this growth, the company has undertaken a reorganisation of its brand categories. This realignment segments Hyatt’s offerings into five specific collections: Luxury, Lifestyle, Inclusive, Classics, and Essentials.
This strategic move aims to cater more effectively to the diverse preferences of guests and clients while optimising returns for property owners.
Additionally, it streamlines Hyatt’s focus and resource allocation to ensure top-tier service delivery across its portfolio.
Hyatt president and CEO Mark Hoplamazian said: “Hyatt’s growth and strategic brand evolution reflect our commitment to creating long-term value for owners and driving the performance of our hotels by delivering distinctive experiences for travellers.”
“By focusing on this evolution, we are not only enhancing guest satisfaction but also strengthening our hotels’ success and competitive advantage, driving preference among owners, guests, customers and World of Hyatt members.”
The recent Standard International’s The Standard and Bunkhouse Hotels brands acquisition, including the newly launched The StandardX brand, has added 22 open hotels and more than 30 future projects with signed agreements or letters of intent for the Lifestyle portfolio.
This expansion has increased the portfolio’s total pipeline properties by nearly 50% year-over-year and the number of open hotels by over 20%.
Recent Lifestyle hotel openings in major markets feature Hotel Saint Augustine in Houston (under the Bunkhouse Hotels brand), The StandardX in Bangkok Phra Arthit, and Thompson Palm Springs.
Upcoming openings in the Lifestyle portfolio include the TOOR Hotel in Toronto, the 28-story Standard in Brussels, the 252-key Wildbirch Hotel in Anchorage, Dream Valle de Guadalupe in Latin America, and Andaz Hong Kong Central.
The new upper-midscale extended stay brand Hyatt Studios has also witnessed growth with more than 50 executed deals entering 22 new markets and attracting 27 new owners for Hyatt.
The first Hyatt Studios location in Mobile/Tillman’s Corner is expected to open in the first quarter of 2025, with additional deals in Fayetteville, Riverside, Pensacola, and more.
Moreover, Hyatt’s expanded pipeline is driving growth across all portfolios, including Luxury, with new deals and openings such as the Alila Dong’ao Island Zhuhai, Park Hyatt Johannesburg, Park Hyatt Los Cabos at Cabo del Sol, and The Seville Nomad.