Hyatt Hotels Corporation has announced a strategic expansion of its lifestyle hotel offering across Europe, Middle East and Africa (EMEA), with 14 new properties expected to open by 2027.
This development is part of a broader initiative to enhance the group’s presence in the lifestyle segment and reflects a continued shift toward a brand-centric operational model.
The planned additions will increase Hyatt’s lifestyle room count in the region by approximately 36%, from over 7,400 rooms currently to more than 10,000. This expansion is supported by the company’s growing pipeline, which stood at a record 138,000 rooms globally by the end of 2024.
“We believe we have the best brands and the best team in the industry,” “Focusing on our brand while expanding our global footprint in this segment requires creativity and commitment, which are the two fundamental pillars on which we have built this new division. I am confident that we have put in place a structure that has the autonomy and support needed to lead the sector.” – Amar Lalvani, President & Creative Director of Hyatt Lifestyle Group.
Key projects include:
– The Standard, Brussels — a 29-storey property with 200 rooms and suites, set to open in the second quarter of 2025 — while the hotel will include a rooftop restaurant and bar, Lila 29.
– Another opening is Andaz Lisbon, expected in late 2025, which will comprise 170 rooms spread across five interconnected buildings in the city’s Baixa district. Furthermore, the hotel will feature a rooftop restaurant Luzzi and its Terrace.
Additional developments are planned in Lisbon and Magna (NEOM), positioning Hyatt in new markets such as Belgium, Portugal, and Saudi Arabia within the lifestyle segment.
“Being brand-centric means structuring our organization and strategy around the specific needs of our customers, partners and owners,” As our customer and traveler base evolves, Hyatt welcomes more and more visitors from diverse backgrounds and traveling for different reasons. This evolution has a direct implication on our approach: to address these different customer categories in a credible, authentic and relevant way, we need talented teams who fully live and embody each of our brands.” – Mark Hoplamazian, President and CEO of Hyatt”
This growth aligns with the company’s recent acquisition of Standard International and the establishment of a dedicated lifestyle division headquartered in New York. The initiative is led by Amar Lalvani, who brings industry experience from his previous role at Standard International.
To further support this transition, Hyatt introduced a revised brand architecture at the end of 2024, now structured around five segments: Luxury, Lifestyle, Inclusive, Classics, and Essentials. The company has also appointed Marc Jacheet as Group President for the EMEA region, effective March 17 2025, bringing extensive leadership experience from globally recognized luxury brands.
