Company accelerates Essentials portfolio growth while expanding Luxury and Lifestyle presence in gateway cities across the region
Hyatt Hotels Corporation 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 travellers.
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,” said Marc Jacheet, Group President, EAME, Hyatt. “World of Hyatt surpassed 63 million global members at the end of 2025, demonstrating that our approach resonates with travellers who are making Hyatt their travel brand of choice.”
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.