Hyatt’s Two Roads Hospitality Acquisition Drives Larger Loyalty Play
Photo Credit: Hyatt’s purchase of Two Roads Hospitality added 23 new markets across Europe and Asia to its portfolio. Hyatt
Skift Take
Hyatt keeps packing on the partnerships to please reward members, which is probably the smart play for the time being. Creating alliances with hoteliers is a faster solution than building a slew of new properties in new markets from scratch.
Hyatt’s acquisition of the Two Roads Hospitality in December was intended to both fill a gap in under-penetrated foreign markets and offer World of Hyatt loyalty members more variety in options to stay as they earn points.
But the hotel group said this week it is biding its time completing the integration of its new $480 million portfolio, citing concerns of unnerving pre-existing guests, Hyatt CEO Mark Hoplamazian said last week during Goldman Sachs Lodging, Gaming, Restaurant and Leisure Conference in New York City.
Of its five new hotel brands — including Alila, Destination Hotels, tommie, Thompson, and Joie de Vivre — only the latter two have been converted into its loyalty network to date, with luxury resort brand Alila and Destination Hotels to
