Hyatt Hotels has revealed its first signing after taking over the Me and All hotel brand in July 2024. The 73 room Me and All Flims will launch in the Swiss Alpine town of Flims, as the first Me and All property outside the brand’s native Germany.
Hyatt will add the hotel under a franchise agreement, with its German affiliate Lindner Group due to manage the property. Previously known as the Hide Hotel, the property opened in 2018 as a ski-in, ski-out spot ideal for those seeking winter sports action. The hotel is just metres from the town’s Foppa ski lift, and features a cosy lounge with fireplace, ideal for those returning from action on the slopes.
An Alpine retreat
Winter and summer sports fans link from the ski lift into the Flims-Laax-Falera region, featuring many miles of winter ski slopes, and summer mountain biking trails. And for those travelling from further afield to the destination, the hotel is in easy reach by rail or road from Zurich airport.
Hotel accommodation is a mix of 47 rooms, and 52 apartment-style units, while there is also a fitness and spa area within the property. Meeting rooms and an in-house cinema mean the hotel is also suitable for corporate getaways.
Me and All was created by Lindner Hotels and has, to date, grown to seven German hotels. Two of these are in Dusseldorf, joined by Berlin East Side, Hanover, Kiel, Mainz and Ulm. Further signed projects including two hotels in Hamburg, plus Leipzig and Stuttgart are also in the works.
For Hyatt, there were a number of strategic objectives in taking over the brand. For one, it meant adding to the group’s lifestyle hotel brand portfolio, a segment that is currently hot across international hotel markets. Additionally, the current marketplace favours growth by signing conversions, a part of the market where Hyatt did not have a ready conversion brand. Hyatt could see that Me and All’s brand had the flexibility to allow it to be used for conversions as easily as for new build projects.
Growing a European presence
The addition of another hotel in Switzerland also adds to Hyatt’s presence in the country, taking it to five hotels across Switzerland. Among these is the Park Hyatt in Zurich, which Hyatt continues to operate having sold the real estate asset earlier in 2024 to a trio of investors: Trinity Investments, Oaktree Capital Management, and funds managed by UBS Asset Management.
For Hyatt, the addition of a further hotel in Switzerland underlines its mission to expand across Europe. It was in 2022 that Hyatt agreed a strategic partnership with Lindner, adding almost 40 Lindner hotels to its portfolio, with many co-branding under Hyatt’s brands such as its JdV lifestyle brand. The properties were then quickly brought onboard as part of the Hyatt offering, connected to the group’s loyalty programme.
