Hyatt plans 14 new lifestyle hotels in EMEA by 2027, expanding portfolio by 36%

EMEA – Hyatt Hotels Corporation has unveiled plans to strengthen its leadership in the lifestyle hospitality segment across Europe, Middle East, and Africa (EMEA), with the company aiming to open 14 new lifestyle hotels by 2027, expanding its lifestyle room count in the region by 36%.

Hyatt is set to expand its Lifestyle Portfolio with several highly anticipated hotel openings, marking significant growth in the brand’s presence across Europe, Africa, and the Middle East.

Notable among these is The Standard, Brussels, Andaz and Standard hotels in Lisbon, and an Andaz property in Magna, NEOM’s coastal destination, all of which will mark Hyatt’s debut in the lifestyle segment in Belgium, Portugal, and Saudi Arabia.

The Standard in Lisbon will also be Hyatt’s first branded lifestyle residences in the region, further expanding the company’s luxury offerings.

The planned openings in the Lifestyle Portfolio in EAME include The Standard, Brussels, which will introduce Hyatt to the Belgian capital.

The hotel, housed in a 29-story property, will offer 200 rooms and suites along with long-term rental accommodations designed to attract young professionals on assignment in Brussels.

The property will also feature a rooftop restaurant and bar, Lila 29, renowned for its vibrant atmosphere in locations like New York, London, and Bangkok.

Expected to open in Q2 2025, this hotel will provide an exciting addition to the city’s luxury offerings.

Another highlight is Andaz Lisbon, which will occupy five buildings, including the former Banco Português de Investimento headquarters, in the heart of the Baixa district.

With 170 guestrooms and the Luzzi rooftop restaurant and Terrace, Andaz Lisbon will combine global sophistication with local culture, reflecting the brand’s signature style found in cities from New York City to Tokyo.

The opening of this property is anticipated for Q3 2025.

This expansion is part of Hyatt’s broader strategy to become a more brand-focused organization.

Following the acquisition of Standard International and the creation of a dedicated lifestyle group, Hyatt has structured its operations to support a more tailored approach to each of its portfolios.

The company recently introduced five distinct brand portfolios: Luxury, Lifestyle, Inclusive, Classics, and Essentials.

This strategic shift enhances Hyatt’s ability to cater to the diverse needs of its guests, customers, and owners, streamlining resources and expertise accordingly.

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