Hyatt Hotels Corporation, a leading hospitality chain based in Chicago, has announced its ambitious plans to grow the Hyatt Regency brand in the Balkans, reinforcing the brand’s presence in key tourist and economic hubs. 

In a press statement, Hyatt says that this strategic expansion follows its successful market entries in Croatia and Albania and it aims to introduce five new properties by 2027 in Balkans.

This will include the Hyatt Regency Aro Palace Brașov, which will be the first Hyatt Regency in Romania. The group says that Hyatt Regency Aro Palace Brașov, currently developed in partnership with Aro Palace, represents a significant milestone for Hyatt’s brand reach in the Balkans.

Originally opened in 1939 as Brașov’s premier luxury hotel, the property will undergo a comprehensive refurbishment to elevate its offering in line with Hyatt Regency standards. 

Once complete, the renovated hotel will provide up to 250 guest rooms and a contemporary, elevated experience that reflects the historical significance and cultural richness of the region. 

Takuya Aoyama

Brașov, located at the heart of Romania, is a central economic hub with an array of tourist attractions, making it a strategic addition to Hyatt’s portfolio.

“We are thrilled to bring the Hyatt Regency brand experience to this property in collaboration with Aro Palace SA. 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,” says 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,” Aoyama adds.

Attila Joós

“Joining the Hyatt network will provide Aro Palace Brașov with access to world-class expertise and resources, connecting us with millions of travellers 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,” says Attila Joós, CEO, Aro Palace.

Hyatt says that in addition to the Brașov property, its expansion in the Balkans includes a comprehensive pipeline for other major destinations. 

The brand plans to open Hyatt Regency Zadar in Croatia by 2025, followed by Hyatt Regency Tirana in Albania in 2026 and Hyatt Regency Palase Resort and Spa in Albania along with Hyatt Regency Novi Sad in Serbia, both expected to launch in 2027. 

This expansion, Hyatt says, is part of its overarching strategy to strengthen its footprint in Eastern Europe and the Balkans, driven by a combination of business and leisure travel demands in these rapidly evolving markets.

Beyond this announcement, Hyatt also adds that it recently opened Hyatt Regency Pravets Resort in Bulgaria and Hyatt Regency Kotor Bay Resort in Montenegro, the first Hyatt Regency resort property in Europe, showcasing the brand’s growing presence in the region’s leisure sector.

Michel Morauw

“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,” says Michel Morauw, Managing Director North, EAME, Hyatt.  

The statement adds that this announcement aligns with Hyatt’s broader growth objectives in EAME, following a record year of deal signings in 2023.

Recently, Hyatt expanded its brand portfolio with the acquisition of brands under Standard International, further reinforcing its positioning in the global hospitality market. 

As of September 30, 2024, Hyatt’s global pipeline stands at more than 135,000 rooms, underscoring its commitment to extending its brand footprint across both established and emerging markets.

Hyatt says that by strategically investing in new properties, it is well-positioned to meet the rising demand for quality accommodation in the Balkans. 

The upcoming properties reflect Hyatt’s commitment to providing diverse lodging options that meet the needs of business, leisure and hybrid travellers in a region that boasts a unique blend of historical, cultural, and natural attractions.

The statement adds that in addition to its expanding Balkan footprint, Hyatt Regency brand continues to enhance its offerings for both leisure and business travellers worldwide.