Hyatt Advances Growth Strategy in EAME with Hyatt Select Debut
Company accelerates Essentials portfolio growth while expanding Luxury and Lifestyle presence in gateway cities across the region
Hyatt's first European Hyatt Select will open in Berlin in 2028, part of a strategy to double Essentials portfolio rooms in EAME by 2030.
Photo by Hyatt
CHICAGO – Hyatt Hotels Corporation (NYSE: H) today announced the signing of Hyatt Select Berlin Prenzlauer Berg, located in Berlin, Germany, marking the first Hyatt Select hotel signing outside the United States following the brand’s 2025 introduction, further advancing the company’s strategic brand expansion across Europe, Africa and the Middle East (EAME).
Expected to open in 2028, the 140-room Hyatt Select Berlin Prenzlauer Berg will be located in one of East Berlin’s most dynamic districts, near Alexanderplatz and key transport connections. Designed as an upper-midscale, conversion-friendly concept within Hyatt’s Essentials portfolio, the Hyatt Select brand offers streamlined amenities and efficient operating models suited to short-stay business and leisure travelers.
Brands within the Essentials portfolio – including Hyatt Place, Hyatt House and Hyatt Select – and the Classics portfolio – including Grand Hyatt, Hyatt Regency, Hyatt Centric and Destination by Hyatt – now represent more than half of Hyatt’s EAME development pipeline. Hyatt’s regional growth strategy pairs the scaled rollout of these conversion-friendly brands, across primary and secondary markets with the targeted expansion of its Luxury and Lifestyle portfolios across global gateway destinations like Rome, Lisbon and London.
Hyatt’s diversified portfolio strategy across luxury, lifestyle, upper-upscale and midscale segments, paired with strong resort brands, enables us to enter the markets that matter to our guests, driving stronger brand preference and loyalty. World of Hyatt surpassed 63 million global members at the end of 2025, demonstrating that our approach resonates with travelers who are making Hyatt their travel brand of choice.
Marc Jacheet, Group President, EAME, Hyatt
Strengthening Growth at Scale with the Essentials & Classics Portfolios
We are focused on building a portfolio that serves real guest demand. We aim to double Essentials portfolio rooms in the region by 2030 to offer more choice and convenience to our guests while preserving the unique character of our luxury and lifestyle brands.
Felicity Black-Roberts, SVP Development, EAME, Hyatt
Hyatt’s three newest brands – Hyatt Select, Hyatt Studios and Unscripted by Hyatt, all part of the Essentials portfolio – accounted for more than 65% of all new U.S. deals in 2025, demonstrating the brands’ appeal to owners seeking to unlock opportunities with midscale hotel experiences in new markets without a Hyatt presence. In EAME, more than 40% of new deals since 2024 were signed under the Essentials portfolio, reflecting growing owner interest in conversion-friendly, capital-efficient growth models amid elevated construction costs and evolving financing conditions.
Notable planned 2026 openings in EAME within the Classics & Essentials portfolios include:
Hyatt Regency London Olympia (UK)
Hyatt Regency Rome Central (Italy)
Grand Hyatt The Red Sea (Saudi Arabia)
Hyatt Place London Paddington (UK)
Hyatt Place AlUla (Saudi Arabia)
Increasing Premium Market Share with Luxury & Lifestyle Expansion
Reflecting Hyatt’s measured approach to premium segment growth, in an effort to capture premium market share, Hyatt’s Luxury portfolio in EAME has grown by 80% over the past decade, while total room count across all brands in the region has more than tripled over the same period.
While brands within the Essentials and Classics portfolios enable broader market penetration and entry into new urban submarkets, developments across Hyatt’s Luxury and Lifestyle portfolios strengthen brand presence and capture premium demand in key leisure markets. New and upcoming Luxury and Lifestyle projects include Andaz Lisbon (opened March 10, 2026) and The Standard Lisbon in Portugal, Park Hyatt Taormina and Thompson Rome in Italy, and Miraval The Red Sea in Saudi Arabia, marking the luxury wellbeing brand’s debut outside the U.S.
Together, these complementary growth tracks are enabling Hyatt to scale its presence with purpose across EAME, positioning the region as a key contributor to the company’s record global pipeline of 148,000 rooms.
The term “Hyatt” is used in this release for convenience to refer to Hyatt Hotels Corporation and/or one or more of its affiliates.
About Hyatt Hotels Corporation
Hyatt Hotels Corporation, headquartered in Chicago, is a leading global hospitality company guided by its purpose – to care for people so they can be their best. As of June 30, 2024, the Company's portfolio included more than 1,350 hotels and all-inclusive properties in 78 countries across six continents. The Company's offering includes brands in the Timeless Collection, including Park Hyatt®, Grand Hyatt®, Hyatt Regency®, Hyatt®, Hyatt Vacation Club®, Hyatt Place®, Hyatt House®, Hyatt Studios, and UrCove; the Boundless Collection, including Miraval®, Alila®, Andaz®, Thompson Hotels®, Dream® Hotels, Hyatt Centric®, and Caption by Hyatt®; the Independent Collection, including The Unbound Collection by Hyatt®, Destination by Hyatt®, and JdV by Hyatt®; and the Inclusive Collection, including Impression by Secrets, Hyatt Ziva®, Hyatt Zilara®, Zoëtry® Wellness & Spa Resorts, Secrets® Resorts & Spas, Breathless Resorts & Spas®, Dreams® Resorts & Spas, Hyatt Vivid Hotels & Resorts, Alua Hotels & Resorts®, and Sunscape® Resorts & Spas. Subsidiaries of the Company operate the World of Hyatt® loyalty program, ALG Vacations®, Mr & Mrs Smith™, Unlimited Vacation Club®, Amstar DMC destination management services, and Trisept Solutions® technology services. For more information, please visit www.hyatt.com.
Forward-Looking Statements
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