Hyatt announces massive 2026 expansion into Europe

Hyatt CEO Mark Hoplamazian announced this morning a sweeping European expansion plan, with 60+ new Hyatt-branded properties planned through 2027 across the UK, France, Italy, and Eastern Europe.

For World of Hyatt loyalists, the news is significant. The program has long suffered from a thin European footprint relative to its US strength, often forcing members to dip into transfer partners or non-elite-earning bookings while abroad.

What we know

• Confirmed openings include flagship Park Hyatt locations in Rome, Lisbon, and Warsaw.
• A new sub-brand, “Hyatt Studio,” will compete with extended-stay properties in city centers.
• The majority of new openings are expected in the Category 4-6 range — exactly the sweet spot for free-night certificate redemptions.

What this means for points

If you’ve been hoarding Hyatt points hoping for European redemptions, the wait is over. Existing free-night certificates issued by Chase Sapphire Reserve and the World of Hyatt credit card become substantially more valuable with this footprint expansion.