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Hyatt Regency Zadar – Image Credit Hyatt
Hyatt Hotels Corporation has announced ambitious plans to expand its Hyatt Regency brand in the Balkans by 70%. Following successful market entries in Croatia and Albania, the company aims to open five new hotels and resorts in the region by 2027.
Key to this expansion is the Hyatt Regency Aro Palace Brașov, in development by Aro Palace S.A., marking Hyatt’s first entrance into Romania. Brașov, a significant economic hub in the heart of the country, offers a base for various tourist attractions in the region. The Aro Palace, initially opened in 1939 as the most luxurious hotel in the Transylvanian city, will be fully refurbished to welcome guests with up to 250 guestrooms by 2027.
Takuya Aoyama, Vice President of Development at Hyatt, expressed excitement about bringing the Hyatt Regency brand to Brașov in partnership with Aro Palace S.A., expecting it to serve the local community and foreign guests alike. He believes that Romania’s stunning medieval towns and breathtaking nature will attract Hyatt members and lead to further growth for Hyatt brands.
Attila Joós, CEO of Aro Palace, also anticipates benefits from joining the Hyatt network, including access to world-class expertise and resources and connections with millions of travelers worldwide. Joós looks forward to building on Aro Palace’s tradition of hospitality and achieving new levels of excellence in partnership with Hyatt.
Apart from Brașov, Hyatt also plans to add the 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) to its portfolio in the region.
This anticipated growth follows recent openings such as the Hyatt Regency Pravets Resort in Bulgaria and the Hyatt Regency Kotor Bay Resort in Montenegro, Hyatt’s first resort property in Europe. Michel Morauw, the newly appointed Managing Director North, EAME, Hyatt, stated that the expansion in the Balkans is a crucial part of Hyatt’s growth strategy in the EAME region.
Hyatt’s expansion announcement comes after a record year of deal signings in 2023 and the recent global acquisition of lifestyle company Standard International’s brands. As of September 30, 2024, Hyatt’s global pipeline consisted of more than 135,000 rooms, supported by a strong regional pipeline across its brand collections.
