Brands like Park Hyatt, Alila, Miraval, and Thompson Hotels have been generating a lot of interest in the lifestyle and luxury hotel industry for Hyatt. Over the past five years, Hyatt has made significant strides in expanding its luxury and lifestyle division. They have doubled their luxury room count, tripled their resort room count, and quadrupled their lifestyle hotel room count. This growth has been fueled by strategic acquisitions of companies and brands such as Mr & Mrs Smith, Two Roads Hospitality (owner of brands like Thompson and Alila), and Apple Leisure Group.
However, Hyatt is not the only player in the luxury and lifestyle hotel market. Competitors like IHG Hotels & Resorts, Marriott, and Hilton are also making their own pushes in this sector with brands like Six Senses, Regent, St. Regis, Ritz-Carlton, Edition, Waldorf Astoria, Conrad, and LXR Hotels & Resorts. Despite the stiff competition, Hyatt remains confident in its brand and its ability to stand out in the market.
Crystal Vinisse Thomas, the vice president and global brand leader of Hyatt’s luxury and lifestyle brands, emphasized the importance of staying true to their brand and not reacting to what other brands are doing. She believes that being reactive can be short-sighted and that by focusing on building a strong foundation and authentic connections with guests, Hyatt can continue to thrive.
Hyatt has big plans for the future of its luxury and lifestyle brands. They aim to open an additional 25 hotels and resorts in this segment by 2025. This includes properties under the Park Hyatt, Grand Hyatt, Miraval, Alila, Andaz, Thompson Hotels, and The Unbound Collection by Hyatt brands, as well as luxury all-inclusive brands like Zoetry Wellness & Spa Resorts and Dreams Resorts & Spas.
Each brand within Hyatt’s luxury and lifestyle division has its own unique offerings and identity. Thompson Hotels, for example, focuses on showcasing creatives and the surrounding community within the hotel. Andaz aims to be a playful luxury brand that encourages guests to try new experiences. Alila offers immersive experiences that connect guests with the local community. The expansion of these brands will bring their distinct offerings to new locations around the world.
Overall, while the luxury and lifestyle hotel market may be crowded, Hyatt remains confident in its ability to educate consumers on the differences between its brands and the value propositions they offer. With their focus on authenticity, unique experiences, and strong brand identity, Hyatt is poised to continue their success in the luxury and lifestyle sector.