Hyatt announced plans to expand its brand footprint in the Middle East with the launch of its Hyatt Centric brand in the region as well as the signing of management agreements by an affiliate for 14 Hyatt-branded hotels across the Park Hyatt, Grand Hyatt, Hyatt Regency, Hyatt Centric, Hyatt Place, and Hyatt House brands.
With 14 Hyatt-branded hotels currently in the region, the expected openings of these additional 14 Hyatt-branded hotels would double the group's brand presence in the region within the next several years.
“We believe the new agreements being announced today, along with the previously announced properties under development, demonstrate growing confidence among owners and developers in the strength of Hyatt-branded hotels in the Middle East and GCC,” said Peter Norman, Hyatt senior vice president, acquisitions and development, Europe, Africa, Middle East (EAME) and Southwest Asia (SWA) said in a statement . “Today’s announcement marks a significant milestone for Hyatt – the introduction of the Hyatt Centric brand to the Middle East. The growth opportunity in this region is a testament to the global appeal of Hyatt’s entire brand portfolio as it continues to expand worldwide and offer more choices to our guests.”
Hyatt Centric will be arriving in the UAE with Hyatt Centric The Palm Dubai, which will feature twin 15-storey hotel towers located at the trunk of the Palm Jumeirah. The hotel will feature 217 guestrooms and 116 serviced apartments, as well as a fitness centre, spa, four restaurants, meeting facilities, and beachfront access. The hotel is expected to open in 2019. Hyatt Centric West Bay Doha will be housed in a 32-floor tower, featuring 238 guestrooms and suites, as well as 83 serviced apartments, event space with two ballrooms, two restaurants, a coffee shop, fitness centre, spa, and swimming pool on the 17th floor.
"We're very excited about Hyatt Centric, our latest boutique brand which is targeted at millenials and millenial-minded travellers alike. It is a brand designed for guests who want to be in the heart of the city, to be able to explore and take advantage of all the local attractions the city has to offer. Our development efforts are really based and focused on the back of that, finding exciting destinations around the world," declared Hyatt vice president acquisitions and development Peter Penev during an interview with Hotelier Middle East during the 2017 Arabian Hotel Investment Conference (AHIC) in Dubai.
"As technology evolves and new generations start to travel, travellers are really focusing on experiences, experiencing the cities they visit in a different way. Customising those experiences through our world of Hyatt programme or offering a brand that can attract those types of customers is probably the key. There are a number of cities where you are constrained with what you can do from a development perspective but having a great F&B offering, public space and a very good room product was the answer for us and we've seen the success of the brand both in North American and on a global basis. There is a real demand for this type of brand and the customer has responded."
When asked to differentiate between Hyatt Centric and Andaz, Penev replied:"They're both boutique brands. I think Andaz is a brand that is positioned more within the luxury space so in terms of price perspective, it will be different. Also, Andaz can be in different locations and the design will be reflective of the destination while Hyatt Centric will be in the heart of the destination. The biggest differentiator is price positioning as Hyatt Centric is upper upscale."
As for Hyatt's other brands, the Park Hyatt flag will be going up in a 275-key property in Riyadh, which will feature three restaurants, a lounge and 1,450 square meters of meeting and events space, including a 1,000-square-meter ballroom, a spa and fitness centre. In Doha, the 181-key Park Hyatt will offer two restaurants, a terrace lounge, 2,000 square metres of meeting and event space and 1,750 square metres of recreation and leisure facilities, including a pool, spa and fitness centre.
In addition, Grand Hyatt Kuwait will feature 261 guestrooms, four dining options and meeting and events facilities while Grand Hyatt Abu Dhabi Hotel and Residences Emirates Pearl will be located in a 47-story tower on the southwest end of the Coastal Boulevard in Ras Al Akhdar district. The hotel will feature 368 guestrooms, as well as 60 fully furnished service apartments, in addition to four restaurants, a lounge, two bars, meeting facilities, a spa and fitness centre.
Hyatt Regency will be opening in Jeddah, Saudi Arabia and in Aqaba Ayla, Jordan.
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