I’m Starting to Understand Hyatt’s Strategy for Selective Expansion

by joeheg

World of Hyatt has gained a reputation as one of the most rewarding and valuable loyalty programs for frequent travelers. The program offers a wide range of benefits, including room upgrades, free nights, and hotel lounge access.

However, despite the many advantages that Hyatt offers, there are some limitations when trying to be exclusively loyal to the brand. One of the biggest issues is the relatively limited number of Hyatt properties compared to other major hotel chains. While Hyatt has an impressive range of properties located in some of the world’s most sought-after destinations, the options are limited when traveling away from major cities or resort destinations.

But the more I think about it, I’m starting to understand that what I was seeing as a limitation might actually be the gameplan for Hyatt.

Hyatt’s Expansion Plans

Hyatt has gone on a buying spree, starting in 2018, when they purchased Two Roads Hospitality, expanding its portfolio with the inclusion of brands like Alila, Destination by Hyatt, JdV by Hyatt, and Thompson Hotels. These properties tended to be higher-end or boutique hotels in popular markets. Then in 2020, Hyatt acquired Apple Leisure Group with over 100 resorts and hotels, most of them being all-inclusive resorts.

Hyatt is also carefully building new properties, selecting new locations or adding complementary brands in established markets. They planned to open 45 hotels in the Americas between 2022 and 2023.

Finally, Hyatt kept growing by acquiring smaller hotel chains, as they did with the Dream Hotels in 2023.

All of these moves weren’t focused on exponential growth to cover the market and compete with IHG, Hilton and Marriott. Instead, Hyatt is selectively expanding into markets either in large cities or resorts with their selection of high-end resorts.

That’s why I wasn’t surprised when Hyatt sent out this press release.

Hyatt Strengthens Luxury Portfolio with 35+ Planned Hotels and Resorts to Open Through 2025 in Highly Sought-After Destinations Across the Globe

Thirty-five additional hotels and resorts in highly sought-after destinations. The list includes several Park Hyatt, Miraval, Alila, Andaz, and Thompson hotels.

The Hyatt strategy is summed up in this statement.

While maintaining its asset-light approach, Hyatt has doubled the number of luxury rooms, tripled the number of resort rooms, and quadrupled the number of lifestyle rooms in only five years. With 70% of its rooms categorized as luxury and upper upscale, the Hyatt portfolio has grown to meet increased demands for luxury and resort accommodations while upholding consistent, top-tier quality, personalized experiences, and bespoke service.

Final Thought

If you’ve been hoping to see a Hyatt property in every city and town, don’t hold your breath. The company has been selectively expanding into markets either in large cities or resorts with its selection of high-end resorts. Hyatt’s recent acquisitions and new property developments show their strategy to focus on offering luxurious experiences in highly sought-after destinations rather than exponential growth to cover the market.

Want to comment on this post? Great! Read this first to help ensure it gets approved.

Want to sponsor a post, write something for Your Mileage May Vary, or put ads on our site? Click here for more info.

Like this post? Please share it! We have plenty more just like it and would love it if you decided to hang around and sign up to get emailed notifications of when we post.

Whether you’ve read our articles before or this is the first time you’re stopping by, we’re really glad you’re here and hope you come back to visit again!

This post first appeared on Your Mileage May Vary

Leave a Comment