Hyatt takes Lindner deal step further with brand acquisition

CHICAGO – Hyatt Hotels Corp. has acquired the conversion-friendly me and all hotels brand from Germany's Lindner Hotels AG to create growth opportunities in Europe. Following the transaction, which closed on June 28, me and all hotels will become a standalone brand within Hyatt’s global lifestyle portfolio. It has been sitting within Hyatt’s JdV by Hyatt brand.

The deal follows Hyatt and Lindner collaboration in 2022, when most Lindner Hotels & Resorts and me and all hotels were integrated into the World of Hyatt loyalty program.

Since launching in 2016, the me and all hotels portfolio has grown to six hotels and 1,000-plus rooms in central city locations across Germany, which are currently included in Hyatt’s inventory. Hyatt said the brand has a healthy pipeline, combining conversions and new builds in Berlin (slated to open in 2024), Hamburg, Leipzig and Stuttgart (all expected to open in 2026).

Hyatt’s pipeline includes 1,000 me and all hotel rooms, with additional development deals in various stages of negotiation for destinations outside of Germany.

Hotel Investment Today reached out to Hyatt for more details and only uncovered that this will be a franchised and managed brand opportunity. A spokesperson said, “We look forward to driving further growth for Hyatt’s lifestyle portfolio with me and all hotels and are pleased to offer owners and operators another growth platform within the Hyatt network – together with Lindner as well as other development partners and franchisees, across Europe and beyond.”

Hyatt further told Hotel Investment Today that Lindner will continue to operate the existing me and all hotels; new me and all hotels may be managed properties or franchised by Lindner or others.

“The Lindner team has built an incredible brand with me and all hotels, and we believe the brand has great potential for expansion across Europe and other global markets,” said Felicity Black-Roberts, senior vice president of Development EAME for Hyatt. “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.”