Hyatt Hotels Corporation has announced a significant expansion of its Hyatt Regency brand across the Balkan Peninsula, with plans to open five new hotels by 2027.
This ambitious project will see the brand enter the Romanian market for the first time, while further establishing its presence in Croatia, Albania, and Serbia.
The new properties include Hyatt Regency Aro Palace Brașov in Romania, Hyatt Regency Zadar in Croatia, Hyatt Regency Tirana and Hyatt Regency Palase Resort & Spa in Albania, and Hyatt Regency Novi Sad in Serbia.
The Hyatt Regency Aro Palace Brașov, developed in partnership with Aro Palace S.A., will mark Hyatt’s official entry into Romania. Brașov, a major economic and tourist hub in central Romania, is known for its medieval architecture and proximity to the Carpathian Mountains. Originally opened in 1939, the Aro Palace has long been one of the region’s most iconic hotels, and the upcoming Hyatt Regency property will honor its legacy. Scheduled for completion in 2027, this revamped hotel will feature 250 guestrooms designed to offer comfort, style, and a connection to the area’s rich cultural heritage.
Takuya Aoyama, Vice President of Development for Hyatt, expressed excitement about the project. “We are thrilled to bring the Hyatt Regency brand experience to this property in collaboration with Aro Palace S.A. 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.”
This Balkan expansion reflects Hyatt’s broader growth ambitions in the Europe, Africa, and Middle East (EAME) region, where the company has seen increasing demand for leisure and resort properties. Last year, Hyatt opened Hyatt Regency Pravets Resort in Bulgaria and Hyatt Regency Kotor Bay Resort in Montenegro, marking the first Hyatt Regency resort in Europe. Building on this success, the five new properties will bring Hyatt’s brand of high-quality hospitality to even more travelers and strengthen its footprint in the Balkans.
Attila Joós, CEO of Aro Palace S.A., emphasized the advantages of aligning with a globally recognized brand. “Joining the Hyatt network will provide Aro Palace Brașov with access to world-class expertise and resources, connecting us with millions of travelers globally. Together with Hyatt, we are excited to build on our tradition of hospitality and achieve new levels of excellence.”
Beyond Romania, other locations in the Balkans are set to benefit from the Hyatt Regency experience. The Hyatt Regency Zadar in Croatia is expected to open in 2025, bringing modern amenities and local charm to one of the Adriatic’s most picturesque cities. In Albania, Hyatt Regency Tirana will debut in 2026, followed by the highly anticipated Hyatt Regency Palase Resort & Spa in 2027, which will offer a luxury resort experience along the Albanian Riviera. Serbia will also welcome Hyatt Regency Novi Sad, enhancing the brand’s reach in Southeast Europe.
Michel Morauw, Managing Director for North, EAME at Hyatt, highlighted the importance of the Balkan region in Hyatt’s growth strategy. “The pipeline in these markets is a core component of Hyatt’s growth ambitions in EAME. The expansion in this region with five Hyatt Regency properties in the next few years is indicative of our ambitious approach.”
Hyatt’s expansion strategy also includes global growth through acquisitions and partnerships. In 2023, Hyatt achieved a record year for deal signings and recently acquired the brands and affiliates of Standard International, the parent company of The Standard and Bunkhouse Hotels. As of September 30, 2024, Hyatt’s global pipeline includes over 135,000 rooms, supported by a strong network of properties across its distinct brand collections.
As the Hyatt Regency brand continues to grow in the Balkans, travelers can look forward to a blend of contemporary comfort and immersive experiences across these dynamic destinations. Each new hotel will offer an inviting space that fosters connection and relaxation, aligning with Hyatt Regency’s mission to create memorable stays for both leisure and business guests.
Photo credit: Bojan Bogdanic
