Hyatt: New brands for Middle East

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The exterior of Hyatt’s stunning new Andaz Liverpool Street property, which opened in London at the end of last year.

Global hotel group Hyatt international has named the Middle East as one of its key development markets, revealing that over the next five years it will roll out several Hyatt brands which do not currently have a presence in the region.

Hyatt International - South West Asia managing director Peter Fulton expanded: "The first one will be Hyatt Place, which is our limited service brand, which has been very successfully launched in the USA over the last 18 months or so; there's been something like two or three hundred hotels rolled out through the USA. This whole brand has been based on extensive market research, and the product has been built and tailored on customers' preferences, and consequently it's had rave reviews. So we would expect to see the first Hyatt Places in the region probably by 2011.

"We feel generally that limited service has tremendous scope for growth throughout the world, not only in the West but also in the Middle East," Fulton continued.

Another Hyatt brand to look out for will be their exclusive, upscale product Andaz. The first property recently opened in London, England, with another currently under development on New York's Fifth Avenue, slated to open in 2009.

"These are very upscale hotels which are extremely residential in feel," explained Fulton. "You don't have the traditional front deal check-in experience; it's a completely revolutionary approach to hospitality, really a lot more residential."

Fulton said the target clientele was travellers who "really enjoy a residential, homely style of luxury".

Hyatt has not yet confirmed when or where the exclusive Andaz will appear in the MENA region, but Fulton revealed that the group is already looking for potential sites in the region.

"In Dubai we potentially see one," he admitted. "But it's the age-old thing, right time, right location," he said. "They're very specialised; you won't see 200 of these hotels around the world. It's got to be right market, right time, right place."

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