Hyatt unveils big plans for Bulgaria

by | 20 Sep 2022 | Hotel Projects, Pipeline, Projects

Photo of Obzor by Andreas M on Unsplash.

Hyatt Hotels Corporation will expand its new luxury Inclusive Collection brand with five resorts in Bulgaria.

The quintet will be located in two popular Black Sea destinations and will add nearly 2,000 keys to the group’s portfolio.

Renovations and rebranding

The Bulgarian coastal resorts of Sunny Beach and Obzor will see the five all-inclusive properties opening in 2023 and 2024, each managed by local firm Terra Tour Service EOOD.

The sites are expected to rebrand to the Secrets Resorts & Spas, Dreams Resorts & Spas, Breathless Resorts & Spas and Alua Hotels & Resorts brands following significant renovations.

Sunny sites

The properties include the 335-room Secrets Resort & Spa in Sunny Beach, which will continue operating as an adults-only following a rebrand and renovation project, while 597-key Dreams Resort & Spa will be located adjacent, catering to the high-end family-friendly segment. Both are due for completion in 2023.

A third site, Breathless Resort & Spa is located in the centre of Sunny Beach. The 395-room resort will reopen under an extensive renovation project expected to be completed in 2024.

Obzor options

In Obzor, 191-room AluaSun hotel will offer an all-inclusive product equipped with superb facilities. It is expected to open in 2023.

The second site in the peaceful seaside town is Alua Resort, offering 318 rooms for families, couples and groups seeking a vacation in a relaxed and exclusive atmosphere. It is also due to complete next year.

Inclusive entry

Less than one year since the acquisition of Apple Leisure Group (ALG), Hyatt continues to strengthen its leadership position in the luxury all-inclusive category. The expansion in new markets outside of the Americas aims to attract diverse groups of travellers seeking immersive all-inclusive resort experiences.

The planned addition of the five beachfront resorts represents the latest milestone in Hyatt’s intentional global brand growth and will mark the Inclusive Collection’s entry into a third European country, following existing brand presence in Spain and Greece.

Adding momentum

Jaime de la Mata, SVP of business development for EAME at ALG, said: “The planned addition of these new properties adds to the considerable momentum of our brands in European destinations. These five distinct resorts will expand our brands into the largest leisure destination in the Black Sea that has become very popular for travellers from key markets including the United Kingdom, Germany, and the Czech Republic.”

Takuya Aoyama, vice president of development, EAME at Hyatt, commented: “Terra Tour Service and Hyatt have been successfully collaborating since the opening of Hyatt Regency Sofia in 2020. We are pleased to work with them on the conversion of these five distinct Black Sea properties and bring the Inclusive Collection to guests, World of Hyatt members and customers. We are confident that this new chapter of our relationship will help to further strengthen Bulgaria’s position as a quality holiday destination.”

Lachezar Todorov, CEO of Terra Tour Service EOOD, added: “We are thrilled to help bring Hyatt’s Inclusive Collection brands to Bulgaria and further position the Black Sea coast as an attractive holiday destination with ever-growing popularity. This also represents an opportunity to present a superior quality of all-inclusive product to the discerning traveller. We are pleased to be working with a knowledgeable and innovative collaborator to support the further development of our properties in the country.”

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