Hyatt Hotels Corp. has announced the acquisition of German hotel brand Me and All, billing it as a "conversion-friendly lifestyle brand" with the potential to grow across Europe.
The deal, which closed today, follows a two-year partnership between Hyatt and former brand owner Lindner Hotels & Resorts that added the Düsseldorf-based company's properties to the World of Hyatt loyalty program and expanded Hyatt's presence in the region.
No price was announced for the purchase.
Under the previous partnership, Me and All properties were listed under Hyatt's JdV brand, but will now operated as a stand-alone brand that currently has six hotels and more than 1,000 rooms in Germany, along with a pipeline of new properties slated to open in Berlin, Hamburg, Leipzig and Stuttgart. Hyatt officials say negotiations are underway for the brand's first properties outside of Germany.
Lindner also owns the Lindner Hotels & Resorts brand, which continues to be listed on Hyatt's platform as part of Hyatt's JdV by Hyatt portfolio.
“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, Hyatt's senior vice president of development in Europe, Africa and the Middle East, in a news release announcing the deal.
Lindner remains owners of the existing Me and All properties, and the brand will be open to new investment groups for development and franchising.
“We are thrilled to deepen our successful collaboration and shift into high-growth gear for me and all hotels, backed by Hyatt’s global distribution engine,” Lindner CEO Arno Schwalie said. “The combination of the successful work we have done to launch and position the brand in Germany, its vibrant pipeline and the potential for growth as part of Hyatt makes us confident that what has become a beloved lifestyle brand in Germany will soon shine on the global stage.”
This deal marks Hyatt's first brand acquisition of 2024, following a yearslong period of buying hospitality brands, including Dream Hospitality Group, Mr & Mrs Smith, Two Roads Hospitality and Apple Leisure Group. These deals have largely been funded by the sale of owned real estate, as the company looks to move to a more asset-light, fee-based business model.
Over the past two years, Hyatt has sold close to $2 billion in owned real estate.