Hyatt is breaking out of its luxury mold in Europe, betting big on the UK's mid-market sector in a move that signals a broader transformation across the continent.
Based on their six-year growth rates, Hilton Honors is expected to surpass Marriott Bonvoy's membership count in mid-to-late 2026. Other loyalty programs with standout growth rates include Hyatt and IHG.
Hyatt is diversifying beyond luxury and premium. Appealing to multiple types of customer needs could provide a buffer against potential economic slowdowns long-term.
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.
In major hospitality news, Hyatt is in talks to acquire Playa Hotels & Resorts, Despegar has agreed to a $1.7 billion buyout by Prosus, and a Skift Research report suggests hotel websites could surpass OTAs by 2030 – or maybe not.
Ever since Hyatt acquired Apple Leisure Group for $2.7 billion in 2021, it has been expanding its presence in the all-inclusive resort segment, which has gone upscale in recent years.