Hyatt Hotels Corporation announced plans for scaled growth of the Hyatt Regency brand on the Balkan Peninsula. Following the brand’s market entries in Croatia and Albania, the latest project in Romania further strengthens the brand’s momentum in the region with five new Hyatt Regency hotels and resorts expected to open by 2027. Get all the Hyatt Regency expansion news in Balkans.

Hyatt Regency Aro Palace Brașov, which is being developed by Aro Palace S.A., will mark the brand’s entry into Romania. Brașov, located in the heart of the country, is a major economic hub and the base for various tourist attractions in the region. Originally opened in 1939 as the most luxurious hotel in the Transylvanian city, the iconic property will be fully refurbished and is expected to welcome guests, members and customers with up to 250 guestrooms in 2027.

“We are thrilled to bring the Hyatt Regency brand experience to this property in collaboration with Aro Palace S.A. The hotel has been an important part of Brașov’s history, and we look forward to the hotel serving the local community and foreign guests alike at this truly unique place,” said Takuya Aoyama, Vice President Development, Hyatt. “We are confident that the stunning medieval towns and breathtaking nature of Romania will capture the interest of our World of Hyatt members and lead to further growth for Hyatt brands in the country.”

“Joining the Hyatt network will provide Aro Palace Brașov with access to world-class expertise and resources, connecting us with millions of travelers globally. Working with Hyatt offers significant benefits for our guests, our team, and the Brașov community. Together with Hyatt, we are excited to build on our tradition of hospitality and achieve new levels of excellence,” said Attila Joós, CEO Aro Palace.

The Hyatt Regency brand extends an open invitation to guests and members worldwide, offering a diverse portfolio that spans from expansive resorts to dynamic urban centers. Rooted in an evolutionary spirit and a commitment to fostering community, Hyatt Regency hotels cater to both leisure and business travelers, creating spaces that invite connection, inspire relaxation, and deliver enriching experiences. Alongside Hyatt Regency Aro Palace Brașov (2027), Hyatt expects to add Hyatt Regency Zadar in Croatia (2025), Hyatt Regency Tirana in Albania (2026), Hyatt Regency Palase Resort & Spa in Albania (2027) and Hyatt Regency Novi Sad in Serbia (2027) strengthening Hyatt’s positioning in the region.

The anticipated growth builds on the brand’s EAME-wide portfolio with the latest openings such as Hyatt Regency Pravets Resort in Bulgaria and Hyatt Regency Kotor Bay Resort in Montenegro, the first Hyatt Regency resort property in Europe, which opened in 2023.

Michel Morauw, the newly appointed Managing Director North, EAME, Hyatt said:

“The pipeline in these markets is a core component of Hyatt’s growth ambitions in EAME. The expansion in this region with five Hyatt Regency properties in the next few years is indicative of our ambitious approach. Last year´s opening of the first Hyatt Regency resort and the successful rollout of our Inclusive Collection brands in Bulgaria demonstrate the future growth potential of our leisure and resort brand footprint along the Balkan Peninsula.”

The announcement reflects Hyatt’s broader growth ambitions in EAME, building on a record year of deal signings in 2023 and the recently announced global acquisition of the brands and most of the affiliates of pioneering lifestyle company Standard International, the parent company of The Standard and Bunkhouse Hotels brands. Hyatt’s global pipeline stands at more than 135,000 rooms as of September 30, 2024, and is supported by a strong regional pipeline, spanning Hyatt’s distinct brand collections.

In Europe, Hyatt holds a unique position among hospitality groups, focusing on premium and luxury brands but still trailing behind larger players like Marriott, Accor, and Hilton in terms of the total number of properties and market penetration. Hyatt’s strategic expansion centers on carefully selected high-growth areas and iconic properties, aiming to appeal to luxury travelers and loyalty members seeking personalized, upscale experiences.

Here’s a brief comparison of Hyatt’s position in the European hospitality market:

1. Market Presence and Growth: Marriott, Accor, and Hilton dominate the European market by volume, having established a robust footprint across major and secondary cities. Hyatt, on the other hand, has fewer locations but is rapidly growing its portfolio, especially in the luxury and upscale segments, through acquisitions (e.g., Alila, Miraval) and strategic new openings.
2. Luxury and Lifestyle Focus: Hyatt’s collection of brands, including Andaz, Park Hyatt, and now Standard Hotels, gives it a competitive edge in the luxury and lifestyle sectors. This approach aligns Hyatt with premium travelers and sets it apart from competitors more diversified across market tiers.
3. Balkan and Regional Expansion: Recently, Hyatt has been focusing on emerging European destinations, particularly in the Balkans, as well as partnerships with iconic properties in major tourist cities. The recent additions in Romania, Croatia, and Serbia demonstrate its commitment to establishing a footprint in the region, where the company sees growth potential for luxury travel.
4. Loyalty and Partnerships: The World of Hyatt loyalty program is a significant draw for repeat guests, especially those looking for premium experiences. Hyatt’s partnerships with brands like Small Luxury Hotels of the World (SLH) further enhance its appeal to high-end travelers, although its loyalty program scale is smaller than competitors like Marriott Bonvoy.

While Hyatt still lags in sheer volume, its targeted growth and focus on luxury experiences help it carve out a respected niche in Europe’s hospitality landscape.

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