Hyatt Hotels Corporation is gearing up for a significant expansion in its luxury brand portfolio, with a focus on global growth and a renewed emphasis on luxury. The company has appointed Tamara Lohan as Global Brand Leader - Luxury, a move that signals a strategic shift towards a more robust luxury offering. Lohan brings a wealth of experience in the luxury travel sector, having co-founded and led Mr & Mrs Smith, an award-winning boutique and luxury hotel platform, for over two decades. Her expertise in personalization, global luxury trends, and consumer insights will be instrumental in shaping Hyatt's luxury brand strategy and enhancing guest experiences.
The company's luxury portfolio, which includes Park Hyatt, Alila, Miraval, Impression by Secrets, and The Unbound Collection by Hyatt, is set to expand globally. One of the key highlights is the opening of Miraval The Red Sea in the first quarter of 2026, marking the brand's first resort outside the United States. This development is particularly significant as it will cater to the rising demand for transformative travel, with nearly 50% of travelers defining luxury as deeply personalized experiences. The Red Sea resort will offer an immersive wellbeing program and the largest spa in the region, spanning over 3 million square feet of pristine coastline.
In addition to Miraval's international expansion, Hyatt is also set to introduce several new luxury properties across its most sought-after brands. Park Hyatt will celebrate the reopening of Park Hyatt Tokyo and introduce new locations in Cabo del Sol, Cancun, Mexico City, Vancouver, and Phu Quoc. Alila will strengthen its presence in Mexico with the opening of Alila Mayakoba in Riviera Maya. The Unbound Collection by Hyatt will expand in EAME with Kennedy 89 in Frankfurt, Germany, and a new coastal experience in Nice, France.
These additions contribute to Hyatt's strong luxury chain scale pipeline, which includes over 170 hotels representing 141,000 rooms globally. The company's commitment to luxury is further underscored by its focus on delivering deeply resonant guest experiences and its insights-driven development strategy. As Hyatt continues to expand its luxury brand footprint, it is poised to set new benchmarks in hospitality and remain a driving force behind its global growth journey.
