Hyatt has been relatively quite in the boutique and lifestyle space over the last couple of years, certainly in comparison with its major player peers such as Accor and Marriott.
It has been steadily rolling out the Andaz flag and adding to the Unbound Collection soft brand, and earlier this year there was a well conceived loyalty program tie up with SLH but nothing to really make the industry headlines.
So Hyatt’s purchase of Two Roads Hospitality is an exciting move for both parties, and has probably been on the cards for a while – Hyatt scion John Pritzker is a major shareholder in Two Roads via his Geolo capital vehicle – and an obvious link between the two.
Two Roads has been fun to watch as it has evolved, growing organically through launching new brands such as tommie, and through mergers and acquisitions. With the might of Hyatt behind it, it is set to become a hugely influential player in the space.