Hyatt Hotels Corporation has entered into an agreement with German hospitality company Lindner Hotels AG to expand its brand footprint to 15 new European markets and extend distribution in key destinations, such as Düsseldorf, Frankfurt, and Hamburg.
The agreement will see the Düsseldorf-based company’s 31 hotels join the Hyatt portfolio, with the majority slated to transition to the JdV by Hyatt brand, a collection of independent hotels. The properties will be integrated into the World of Hyatt loyalty programme in the near future.
The Lindner portfolio will increase Hyatt’s lifestyle footprint with the addition of some 5,500 rooms in destinations across Germany, Austria, Belgium, Switzerland, Slovakia, Spain and Czech Republic.
“We are thrilled to continue Hyatt's asset-light growth journey in Europe through this meaningful strategic collaboration with Lindner,” said Hyatt president and CEO, Mark Hoplamazian. “We are grateful for the trust the Lindner team is placing in us and are excited to strengthen our collective guest offering through strategic capital investments being made by Lindner into the portfolio.”
Lindner CEO, Arno Schwalie, said the partnership will allow the company to maintain “its own identity and corporate independence” while leveraging the global brand awareness and marketing capabilities of Hyatt. “This type of collaboration is truly unique in the German market,” he said.
As part of this agreement, Lindner Hotels will have access to data-driven support around brand health, guest experiences and revenue optimisation from Hyatt’s Global Franchise and Owner Relations Group.