Hyatt Hotels Corporation has revealed ambitious plans to expand the Hyatt Regency brand across the Balkan Peninsula. Building on its recent entries in Croatia and Albania, Hyatt’s latest project in Romania underscores the brand’s growing presence in the region, with five new Hyatt Regency hotels and resorts scheduled to debut by 2027.

The upcoming Hyatt Regency Aro Palace Brașov, developed in partnership with Aro Palace S.A., will introduce the Hyatt Regency brand to Romania. Situated in Brașov, a vibrant economic center known for its rich history and proximity to popular tourist attractions, the hotel will be a modern revival of the original property, which first opened in 1939 as the epitome of luxury in Transylvania. The refurbished hotel, featuring up to 250 guestrooms, is anticipated to open its doors in 2027, offering guests and World of Hyatt members a distinctive experience in this historic city.

“We are thrilled to bring the Hyatt Regency brand experience to this property in collaboration with Aro Palace S.A. The hotel has been an important part of Brașov’s history, and we look forward to the hotel serving the local community and foreign guests alike at this truly unique place,” said Takuya Aoyama, Vice President Development, Hyatt. “We are confident that the stunning medieval towns and breathtaking nature of Romania will capture the interest of our World of Hyatt members and lead to further growth for Hyatt brands in the country.”

“Joining the Hyatt network will provide Aro Palace Brașov with access to world-class expertise and resources, connecting us with millions of travelers globally. Working with Hyatt offers significant benefits for our guests, our team, and the Brașov community. Together with Hyatt, we are excited to build on our tradition of hospitality and achieve new levels of excellence,” said Attila Joós, CEO Aro Palace.

The Hyatt Regency brand warmly welcomes guests and World of Hyatt members worldwide to its diverse collection of properties, ranging from expansive resorts to vibrant city hotels. With a commitment to fostering a sense of community and evolution, Hyatt Regency caters to both business and leisure travelers, offering spaces that promote connection, relaxation, and enriching experiences. In addition to the planned Hyatt Regency Aro Palace Brașov opening in 2027, Hyatt is set to further enhance its presence in the region with the opening of Hyatt Regency Zadar in Croatia (2025), Hyatt Regency Tirana in Albania (2026), Hyatt Regency Palase Resort & Spa in Albania (2027), and Hyatt Regency Novi Sad in Serbia (2027).

This anticipated growth complements Hyatt Regency’s expanding portfolio across the EAME region, highlighted by recent openings such as Hyatt Regency Pravets Resort in Bulgaria and the Hyatt Regency Kotor Bay Resort in Montenegro, which, as of 2023, is the brand’s first resort property in Europe.

Michel Morauw, the newly appointed Managing Director North, EAME, Hyatt said: “The pipeline in these markets is a core component of Hyatt’s growth ambitions in EAME. The expansion in this region with five Hyatt Regency properties in the next few years is indicative of our ambitious approach. Last year´s opening of the first Hyatt Regency resort and the successful rollout of our Inclusive Collection brands in Bulgaria demonstrate the future growth potential of our leisure and resort brand footprint along the Balkan Peninsula.” 

This announcement underscores Hyatt’s expansive growth vision in the EAME region, following a milestone year in 2023 with record-breaking deal signings and the recent acquisition of the brands and key affiliates of Standard International, the innovative lifestyle company behind The Standard and Bunkhouse Hotels. As of September 30, 2024, Hyatt’s global pipeline includes over 135,000 rooms, bolstered by a robust regional pipeline featuring Hyatt’s diverse brand portfolio.

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