Hyatt Pushes Into Mid-Market Hotels While Doubling Down on Luxury

Hyatt Hotels is expanding its presence in the mid-tier market and scaling up in luxury and lifestyle brands as part of a broader fine-tuning of its brand portfolio. The hotel operator aims to speed up growth in its global footprint, increasing fee generation from owners and franchisees.

In a call with investors on Thursday, president and CEO Mark Hoplamazian laid out a vision for Hyatt's continued transformation.

“Luxury and lifestyle growth will continue to be very intentional, ensuring we protect the ethos of each brand,” Hoplamazian said. “At the same time, we see tremendous opportunity in the upper midscale segment.”

Broadly speaking, Hyatt has concentrated on the high end of the market for much of its existence. It also has a smaller array of brands than its larger peers.

“We have the most white space and opportunity for growth compared to our competitors,” Hoplamazian said.

Adjusting the Brand Mix

Hyatt has made significant inroads in the midscale market by expanding its Hyatt Studios and UrCove brands. The company now has over 55 open UrCove properties, a brand developed specifically for the Chinese market. It's also set to open its first Hyatt Studios location in the U.S. this quarter.

With more than 120 midscale hotels in its pipeline, Hyatt is positioning itself to capture business and leisure travelers seeking a balance between affordability and quality.

High-end hotels, such as the openings of Park Hyatt London River Thames and Grand Hyatt Deer Valley, were key to driving Hyatt’s development pipeline to a record 138,000 rooms in the fourth quarter.

“We continue to see strong demand for luxury and lifestyle brands,” Hoplamazian noted. “That translates to higher loyalty engagement, greater spend per guest, and ultimately, higher fees for Hyatt.”

Executives said they expect Hyatt's net rooms growth to accelerate in 2025.

Hyatt’s emphasis on portfolio diversification aims to drive long-term revenue growth by increasing fees per room. The company reported record fee generation in the fourth quarter, with franchise and other fees rising 27% year-over-year, fueled by its expanding management agreements and growth in high-value properties.

“By expanding in the right places and delivering a differentiated experience, we’re confident in our ability to drive sustainable, long-term growth," Hoplamazian said.

Playa Acquisition

Hyatt didn't provide more context for this week's announcement of a $2.6 billion acquisition deal with Playa Hotels & Resorts than it had already provided. The deal comes at a time when executives are seeing strength in resort performance.

The deal is expected to unlock new management agreements for Hyatt’s Ziva and Zilara brands. The company intends to sell off Playa’s owned properties while maintaining long-term management contracts—an asset-light approach that aligns with Hyatt’s strategic direction.

Hyatt Buys Playa for $2.6 Billion in Bet on All-Inclusive Resorts

The acquisition positions Hyatt to capitalize on the growing demand for luxury all-inclusive experiences, while adding significant scale to its resort portfolio in key leisure destinations where development opportunities are limited.

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