Hyatt has purchased the ‘me and all hotels’ brand from Germany’s Lindner Hotels, a small expansion of its European portfolio. The deal for the lifestyle hotel brand, which closed Friday, adds a 29th brand to Hyatt’s collection of hotel, resort and timeshare brands.
Highlights of the deal:
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The pipeline includes 1,000 additional rooms, with openings planned in Berlin in 2024 and in Hamburg, Leipzig and Stuttgart in 2026. Plans include expansion outside Germany.
Why it matters
Adding a brand with a German core helps Hyatt, which has weak contacts there. Hyatt can now include Me and All Hotels guests in its loyalty program. It also gives Hyatt customers more places to stay in Germany, offering new locations to its 46 million loyalty program members, said Felicity Black-Roberts, SVP development EAME.
Hyatt also hopes the move will improve cross-selling of its all-inclusive resorts in Greece, Spain and Bulgaria. The idea is that while guests are staying at Me and All Hotels and through post-trip emails, Hyatt would have the opportunity to pitch its all-inclusive properties to them as a great place to stay for their next vacation.
Germany is the most important supply market for the Balearic Islands and the second most important supply market for the Canary Islands, where Hyatt has built an all-inclusive resort presence since acquiring all-inclusive resort company Apple Leisure Group in a $2.7 billion deal in 2021 .
The backstory
In 2022, Hyatt entered into an exclusive strategic marketing agreement with Lindner Hotels, a family-owned German company. It added approximately 30 hotels in seven European countries to the Hyatt brand portfolio and World of Hyatt rewards. Me and All Hotels was one brand included in that deal.
Until now, Me and All Hotels was still owned by Lindner, but it was marketed under the soft brand JdV by Hyatt, a collection of independent hotels.
The deal makes Me and All Hotels a standalone entity in Hyatt’s lifestyle hotel portfolio, which has grown fivefold in rooms since 2017.
The Me and All Hotels brand properties are all centrally located in cities and feature furnished lobbies, food and beverage offerings and striking furnishings.
According to STR, lifestyle hotels are expected to account for 23% of the global hotel development pipeline by 2025.
Over the past decade, lifestyle hotel average daily rates reached a $33.60 premium over non-lifestyle hotel average daily rates, STR reported.
Between 2018 and 2023, compound annual growth in revenue per available room at lifestyle hotels has exceeded that of all other branded hotels by approximately 50 basis points, STR said.
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