Hyatt Hotels Corporation is embarking on a transformative expansion strategy in 2025, marked by new flagship hotel openings, strategic partnerships, and a ramp-up in all-inclusive resort offerings. The company is redefining its global presence with a bold focus on urban luxury, sustainable tourism, and the burgeoning Inclusive Collection segment.
Landmark Hotel Opening: Hyatt Regency Times Square
Hyatt made waves in July 2025 with the launch of its first Hyatt Regency in Manhattan—a bold $100 million redevelopment of the former Crowne Plaza on Broadway. Located at 1605 Broadway, the 46-story hotel introduces 795 stylish rooms and suites, including a 969 sq ft penthouse suite with sweeping city and Hudson River views.
This property offers a vibrant mix of guestrooms, flexible commercial space (~290,000 sq ft), and premium amenities like themed rooms, Broadway-inspired lobby art, and an upscale lobby lounge. Positioned as a core pillar in Hyatt’s World of Hyatt ecosystem, the Times Square hotel is a flagship asset in the post‑pandemic resurgence of NYC’s tourism.
Secrets Playa Esmeralda: Hyatt’s New All‑Inclusive Adult‑Only Escape
On August 1, 2025, Hyatt unveiled Secrets Playa Esmeralda Resort & Spa, a luxury adult‑only property located on the tranquil Playa Esmeralda in the Miches region of the Dominican Republic. Part of Hyatt’s Inclusive Collection, the resort features:
- 500 elegant suites with private terraces, balconies, ocean views, or swim‑out access
- Preferred Club options, with private check-in, upgraded amenities, exclusive lounge access, and dedicated pools
- 11 dining venues and 7 bars, offering a fusion of French, Mediterranean, and Dominican cuisine
- A full-service Secrets Spa, hydrotherapy circuit, fitness center, tennis courts, and beachfront activities
- Shared Public Square amenities with the adjacent Dreams Playa Esmeralda (slated to open in September 2025 for families)
This resort underscores Hyatt’s vision to blend luxury, romance, and sustainability, including collaborations to protect sea turtle nesting sites and reinforce local eco-preservation efforts.
Strategic Partnerships Fuel Growth in All‑Inclusive & Regional Markets
Inclusive Collection Expansion:
In early 2025, Hyatt deepened its all-inclusive market presence through a JV with Grupo Piñero, bringing 22 Bahia Príncipe resorts under the Inclusive Collection umbrella. This move expands Hyatt’s footprint across the Caribbean and Spain, bolstering its competitive edge in high-demand leisure markets.
Dubai Tourism Partnership:
In April 2025, Hyatt announced a collaboration with the Dubai Department of Economy and Tourism, aimed at co-marketing Hyatt properties in the UAE and creating bespoke offerings and events—anchoring Hyatt’s positioning in the booming Middle Eastern luxury sector.
American Airlines Alliance:
In January 2025, Hyatt and American Airlines enhanced their loyalty integration—providing reciprocal elite perks and travel benefits across their networks, offering enhanced value for frequent travelers.
Smart Metrics & Sustainability Commitments
Hyatt’s 2025 performance is positive, with RevPAR up 5.7% year-on-year in Q1, and net room growth of 10.5%, signaling resilience in business and group travel segments. The company targets 1–3% RevPAR growth and 6–7% room additions by year-end, supported by strong free cash flow and elevated EBITDA forecasts.
On sustainability, Hyatt is reinforcing its commitment through membership in the Sustainable Hospitality Alliance, pledging eco-conscious water use, responsible sourcing, and renewable energy adoption across its portfolio. Its RiseHY program underpins community impact by enabling youth employment pathways and inclusive hospitality workforce development.
Brand Evolution and Leadership Upgrades
To accelerate its growth trajectory, Hyatt is refining leadership alignment. Effective July 1, 2025, Marc Jacheet will lead Hyatt’s Europe, Africa & Middle East (EAME) region, while Javier Águila focuses on developing the Inclusive Collection. Veteran Jim Chu becomes Head of Owner Relations, enhancing partnerships with property owners. Meanwhile, CEO Mark S. Hoplamazian temporarily assumes Chief Growth Officer duties to ensure the execution of expansion strategies.
These organizational shifts reflect Hyatt’s prioritization of strategic oversight, brand alignment, and asset-light expansion across global markets.
Outlook & Industry Implications
Hyatt’s 2025 strategy highlights its evolution into a multi-dimensional hospitality player:
- Flagship openings strengthen its urban upscale presence
- All-inclusive resorts broaden its appeal within leisure and romance travel
- Partnerships open regional opportunities in key global markets
- Sustainability and social efforts reinforce Hyatt’s brand responsibility and relevance
The elevated presence at destinations like Times Square and Playa Esmeralda, combined with thoughtful leadership restructuring, positions Hyatt to meet changing guest expectations and deliver long-term value for investors, owners, and customers alike.
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