Hyatt acquires full control of 'conversion-friendly' Me and All Hotels

Hyatt Hotels Corporation has acquired the Me and All Hotels brand from the German Lindner hotel group as it seeks to increase its lifestyle portfolio.

 

Hyatt and Lindner entered an “exclusive collaboration agreement” in 2022, which led to the integration of most Lindner Hotels & Resorts and Me and All Hotels into the World of Hyatt loyalty programme.

 

While Me and All Hotels was previously listed under Hyatt’s JdV (Joie de Vivre) by Hyatt offering, it will now become a standalone brand within Hyatt’s lifestyle segment, which has quintupled in rooms between 2017 and the end of 2023.  

 

Me and All Hotels launched in 2016 and has grown to six hotels with more than 1,000 rooms in central city locations across Germany.

 

It has a pipeline of both conversions and new builds in destinations including Berlin, Hamburg, Leipzing and Stuttgart, with further plans in place for “accelerated expansion across Europe and beyond”.

 

At a media briefing held in November last year, Arnaud de Saint-Exupéry, area vice-president for Hyatt hotels, UK & Ireland, told The Caterer that Hyatt’s JdV hotels could attract “more portfolio deals” through conversion opportunities.

 

It comes after Hyatt’s competitors, including IHG, Marriott and Hilton, all launched midscale conversion brands over the past year.

 

IHG launched Garner in August 2023, which was followed closely by Marriott’s announcement of Four Points Express by Sheraton in October. Hilton then announced disruptor brand Spark this May. 

 

Felicity Black-Roberts, senior vice-president of development EAME at Hyatt, said: “Our collaboration with Lindner was a significant step forward for our distribution in the EAME region, expanding our brand footprint and offering many new locations to our 46 million World of Hyatt members. We look forward to driving further growth for Hyatt’s lifestyle portfolio with Me and All Hotels – together with Lindner as well as other development partners and franchisees, across Europe and beyond.”

 

She recently joined Hyatt’s senior team alongside Peter Norman, who is senior vice-president of corporate development and owner relations for EAME, as Hyatt seeks to accelerate expansion within the region.

 

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