Hyatt has the “me and all hotels” brand of Germany’s Lindner Hotels, a small expansion of its European portfolio. The deal for the lifestyle hotel brand, which closed on Friday, adds a 29th brand to Hyatt’s hotel, resort and timeshare brands.
Highlights of the deal:
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The pipeline includes 1,000 additional rooms, with openings planned in Berlin in 2024 and Hamburg, Leipzig and Stuttgart in 2026. Plans include expansion outside Germany.
Why it matters
Adding a brand with a core German following helps Hyatt, which has weak contacts there. Hyatt can now include guests from Me and All Hotels in its loyalty program. It will also offer Hyatt customers more places to stay in Germany and offer new locations to the loyalty program’s 46 million members, said Felicity Black-Roberts, SVP development EAME.
Hyatt also hopes the move will improve cross-selling of its all-inclusive resorts in Greece, Spain and Bulgaria. The idea is that while guests stay at Me and All Hotels and via emails after their trip, Hyatt would have the opportunity to pitch their all-inclusive properties to them as a great place for their next vacation.
Germany is the number one feeder market for the Balearic Islands and the number two feeder market for the Canary Islands, where Hyatt has built an all-inclusive resort presence since its 2021 acquisition of all-inclusive resort company Apple Leisure Group in A A $2.7 billion deal.
The background story
In 2022, Hyatt entered an exclusive strategic marketing agreement with Lindner Hotelsa German family business. It added approximately 30 hotels in seven European countries to the Hyatt brand portfolio and World of Hyatt rewards. Me and All Hotels was a brand that was part of that deal.
Until now, Me and All Hotels was still owned by Lindner, but was marketed under the JdV by Hyatt soft brand, a collection of independent hotels.
With this deal, Me and All Hotels becomes a standalone entity in Hyatt’s lifestyle hotel portfolio, which has increased its room count fivefold since 2017.
The Me and All Hotels brand hotels are all centrally located in the city and feature furnished lobbies, a wide choice of food and drinks and eye-catching furnishings.
According to the CBS report, lifestyle hotels are expected to account for 23% of the global hotel development pipeline by 2025. STR.
Over the past decade, lifestyle hotel average daily rates have been at a $33.60 premium over non-lifestyle hotel average daily rates. STR reported.
Between 2018 and 2023, compound annual growth in revenue per available room at lifestyle hotels has exceeded that of all other branded hotels by approximately 50 basis points, STR said.
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