Hyatt acquires Me and All brand

Me and All Hanover. Image © Hyatt Corporation
In 2022, Hyatt Hotels launched a strategic partnership with German hotel group Lindner, and that is now growing as Hyatt takes control of the Me and All brand, aiming to build its presence internationally.

Hyatt Hotels Corporation has formally acquired the Me and All hotel brand from German group Lindner Hotels. The move means Hyatt will now control the brand, with a plan to roll it out internationally, and use it to add more conversions to its pipeline.

Hyatt and Lindner agreed a strategic collaboration in 2022, which delivered Hyatt a much larger footprint in Germany and across Europe. At the time, the agreement envisaged more than 30 Lindner hotels across Europe would join the Hyatt brand portfolio, also linking with the group’s loyalty programme.

Building a second brand

Most of the hotels were operating under the main Lindner brand, while a smaller number had been launched under a second brand, Me and All. The plan was for the hotels to sit under the jdV by Hyatt brand, which brings together independent properties featuring their own, distinctive character.

As of mid 2024, 23 Lindner branded hotels have been migrated to the Hyatt platform, with 20 of those fully integrated into the World of Hyatt loyalty programme. The Me and All properties too have been worked into the Hyatt structure, sitting with the jdV brand family.

Lindner launched Me and All in 2016, as an urban lifestyle brand and subsequently has grown the name to six hotels hotels with more than 1,000 rooms across Germany. A signed pipeline includes a hotel planned in Berlin for opening in late 2024, plus additions opening in 2026 in Hamburg, Leipzig and Stuttgart. Further opportunities to extend the brand are also in negotiation, for sites outside Germany.

Adding conversion opportunities

With its urban design and vibrant public spaces, the Me and All brand has the flexibility to lend itself well to conversions of hotels leaving other brands. In the current hotel market, new hotel development finance remains constricted such that other hotel brand groups have increased conversion signings; with a new brand suited to such moves, Hyatt is now looking to take the brand on the road, and increase its conversions in the lifestyle hotel segment.

“The combination of the successful work we have done to launch and position the brand in Germany, its vibrant pipeline, and the potential for growth as part of Hyatt makes us confident that what has become a beloved lifestyle brand in Germany will soon shine on the global stage,” said Arno Schwalie, CEO of Lindner.

The planned growth for Me and All in Europe will add to Hyatt’s established pipeline in the region. It is already making progress with its Thompson brand, with a 70 room hotel in Rome due to open later in 2024, and a 100 room hotel in Seville under construction for a launch in early 2026. A planned Thompson hotel in Vienna is currently on hold, due to financial issues with that project’s developer, Signa Holding.