Hyatt Hotels is moving to ensure its Hyatt Regency brand has far better presence in eastern Europe, and notably in the Balkans.
The latest addition to the portfolio will be a launch in the Romanian market. There, a partnership with
local business Aro Palace SA will see the delivery of Hyatt Regency Aro Palace Brasov. The project is a revival of a historic landmark that originally opened in 1939 as the city’s most luxurious hotel; in its updated reincarnation, planned for a launch sometime in 2027, the new hotel will have around 250 rooms.
Building on local heritage
“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 of development at 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.”
There’s a real sense of momentum for Hyatt Regency, in this part of the world. The Hyatt Regency Kotor Bay Resort in Montenegro, which opened in 2023 was Hyatt’s first Hyatt Regency resort property in Europe. That has been followed by the launch of the Hyatt Regency Pravets Resort, taking the brand into Bulgaria.
In 2025, the group expects to open the Hyatt Regency Zadar, in Croatia; the following year, Hyatt Regency Tirana will launch in Albania. And in 2027, there are three openings planned. Alongside The Brasov hotel, there will be the opening of Hyatt Regency Novi Sad in Serbia, plus another Albanian destination, the Hyatt Regency Palase Resort & Spa.
Hyatt is no stranger to this region, where it already operates a number of other resort properties. In 2023, the company launched its Inclusive Collection of resort properties in Bulgaria, for example, adding four Black Sea resorts. Its Secrets and Dreams resorts in Sunny Beach, and AluaSun Helios Beach and Alua Helios Bay offer guests a variety of all-inclusive, family-friendly resorts that are the perfect base for a family holiday in the sun.
Building out the Hyatt brands
Also in the region, Hyatt is planning to add a Hyatt branded hotel in Bucharest, where a 150 room new build is envisioned. And in Sunny Beach, Bulgaria, there are plans to add a further significant resort property with almost 600 rooms, this time under the AluaSoul banner.
The Hyatt Regency brand is also making great progress in key upcoming Asian markets including China, India and Vietnam. Projects under construction in China include Hyatt Regency Kaohsiung, and Hyatt Regency Zhuhai Airport. In Vietnam, Hyatt is overseeing construction of Hyatt Regency Nha Trang and the resort of Hyatt Regency Ho Tram. And in India, the 120 room Hyatt Regency Ghaziabad will shortly be opening.
