At the helm of Hyatt’s brand EAME portfolio is Felicity Black-Roberts, senior VP development. Here, she sheds light on the brand’s development plans, wellness and sustainability.
What is Hyatt’s brand strategy in the Middle East?
Hyatt has an ambition to be represented in all major urban and leisure destinations throughout the Middle East consistently. Consequently, we aim to provide our existing and prospective guests with a variety of hotels catering to diverse travel purposes. Additionally, our portfolio consists of upscale to luxury brands, and we ensure the right hotel brand matches each destination’s demand drivers. Furthermore, we not only focus on meeting guest expectations but also on delivering a return on investment for our owners. Across our portfolio, loyal guests enjoy the many benefits of the World of Hyatt loyalty program continuously. For instance, they earn and redeem points on dining, spa experiences and free night stays, encouraging repeat visits. This strategy has enabled Hyatt to establish a strong presence, with over 7,100 rooms across 29 branded properties in the Middle East. Additionally, we continue actively exploring new opportunities, benefiting guests, World of Hyatt members, partners and owners through network effects. Ultimately, these growing economies of scale strengthen our ability to deliver unparalleled experiences and expand our regional influence effectively.
How is Hyatt addressing the growing demand for wellness and sustainability in the hospitality industry?
At Hyatt, we understand that today’s travelers are increasingly eco-conscious and seek experiences that support their overall well-being consistently. Furthermore, sustainability is a prime topic in the industry, and Hyatt has crafted a “World of Care” strategy accordingly. This strategy focuses on caring for the planet, people, and promoting responsible business practices across all of our properties. For example, great initiatives include reducing food waste and promoting energy efficiency, ensuring that our hotels adopt sustainable practices. Moreover, these programs are designed not only to meet the demand for sustainability but also to manage costs effectively. This approach delivers enhanced returns to our owners while maintaining our commitment to responsible hospitality and guest satisfaction. Additionally, well-being is a key focus for us at Hyatt, and we strive to ensure our guests’ experiences benefit their trips. Furthermore, our commitment to wellness and sustainability is exemplified by properties such as Alila Hotels in Oman, which focus on sustainable luxury offerings. Specifically, Alila Jabal Akhdar launched a 646-square-meter hydroponic farm, completing its first harvest in March with a variety of produce. Additionally, well-being will be at the core of guest experiences at the upcoming Miraval in Saudi Arabia.
Do you have upcoming projects or expansions planned for Hyatt in the MEA that you can tell us about?
Hyatt is on an exciting growth journey, with new openings across the region showcasing our commitment to exceptional hospitality. Moreover, we are focused on providing guests with more choices for stays, reflecting our dedication to diverse experiences. In Q4 2024, we look forward to welcoming new brand entries in various key destinations across the Middle East and Africa, specifically the anticipated openings of Andaz Doha in Qatar, Hyatt Centric Cairo West in Egypt and Park Hyatt Johannesburg. Additionally, we are excited to launch a new waterpark at the iconic Grand Hyatt Dubai, further enhancing our regional offerings.
