Hyatt Regency Brand Set to Grow by 70% in The Balkans

Hyatt Hotels Corporation has announced plans for scaled growth of the Hyatt Regency brand on the Balkan Peninsula. Following the brand’s market entries in Croatia and Albania, the latest project in Romania further strengthens the brand’s momentum in the region with five new Hyatt Regency hotels and resorts expected to open by 2027.

Hyatt's Growth

Hyatt Regency Aro Palace Brașov, which is being developed by Aro Palace S.A., will mark the brand’s entry into Romania. Brașov, located in the heart of the country, is a major economic hub and the base for various touristic attractions in the region. Originally opened in 1939 as the most luxurious hotel in the Transylvanian city, the property will be fully refurbished and is expected to welcome guests, members and customers with up to 250 guestrooms in 2027.

“We are thrilled to bring the Hyatt Regency brand experience to this property in collaboration with Aro Palace S.A. The hotel has been an important part of Brașov’s history, and we look forward to the hotel serving the local community and foreign guests alike at this truly unique place,” said Takuya Aoyama, vice president Development, Hyatt. “We are confident that the stunning medieval towns and breathtaking nature of Romania will capture the interest of our World of Hyatt members and lead to further growth for Hyatt brands in the country.”

“Joining the Hyatt network will provide Aro Palace Brașov with access to world-class expertise and resources, connecting us with millions of travelers globally. Working with Hyatt offers significant benefits for our guests, our team, and the Brașov community. Together with Hyatt, we are excited to build on our tradition of hospitality and achieve new levels of excellence,” said Attila Joós, CEO Aro Palace.

The Hyatt Regency brand extends an open invitation to guests and members worldwide, offering a portfolio that spans from resorts to urban centers. Hyatt Regency hotels cater to both leisure and business travelers. Alongside Hyatt Regency Aro Palace Brașov (2027), Hyatt expects to add Hyatt Regency Zadar in Croatia (2025), Hyatt Regency Tirana in Albania (2026), Hyatt Regency Palase Resort & Spa in Albania (2027) and Hyatt Regency Novi Sad in Serbia (2027) strengthening Hyatt’s positioning in the region.

The anticipated growth builds on the brand’s EAME-wide portfolio with latest openings such as Hyatt Regency Pravets Resort in Bulgaria and Hyatt Regency Kotor Bay Resort in Montenegro, the first Hyatt Regency resort property in Europe, which opened in 2023.

Michel Morauw, the newly appointed managing director North, EAME, Hyatt said: “The pipeline in these markets is a core component of Hyatt’s growth ambitions in EAME. The expansion in this region with five Hyatt Regency properties in the next few years is indicative of our ambitious approach. Last year´s opening of the first Hyatt Regency resort and the successful rollout of our Inclusive Collection brands in Bulgaria demonstrate the future growth potential of our leisure and resort brand footprint along the Balkan Peninsula.” 

The announcement reflects Hyatt’s broader growth ambitions in EAME, building on a record year of deal signings in 2023 and the recently announced global acquisition of the brands and most of the affiliates of pioneering lifestyle company Standard International, parent company of The Standard and Bunkhouse Hotels brands. Hyatt’s global pipeline stands at more than 135,000 rooms as of September 30, 2024, and is supported by a strong regional pipeline, spanning Hyatt’s distinct brand collections.