Hyatt Leisure Forum
Media Partnership
The Hyatt Leisure Forum also returned for its second edition at La Zambra. Joining the event were 13 representatives from Europe’s leading tour operators, eager to exchange insights with Hyatt about the leisure market. LuxuryWise joined the group to listen in – here’s what the discussions in Andalusia were all about.
von LuxuryWise Senior Editor Cathrin Lührs
Hyatt Tour Leisure Forum
Media Partnership
The Hyatt Leisure Forum also returned for its second edition. Joining the event at La Zambra were 13 representatives from Europe's leading tour operators, eager to exchange insights with Hyatt about the leisure market. LuxuryWise joined the group to listen in – here's what the discussions in Andalusia were all about.
von LuxuryWise Senior Editor Cathrin Lührs
Meetings & Moments
Good to see you!
The event kicks off with joyful reunions and new connections –everyone’s bursting with energy and ideas!
Fairy of Updates
Hyatt’s leisure luxury lead, Katrin Bogade, walks everyone through the next topics – as always, with charm and effortless ease.
Insight Session
Why is each brand placed in its new category? Tristan Dowell, VP of Hyatt Sales Force, has the answers ready for the tour operators.
Smalltalk with Drinks
Gareth Cummings, Regional Vice President EAME, takes time to get fully updated on La Zambra Resort from the sales team.
Sunshine Break
Lunch is served at the stylish Picador restaurant. The menu? Tapas, of course – with that signature La Zambra twist!
Panel Q&A Session
A strong lineup: five Hyatt experts take the stage for the panel, answering questions and sharing updates from their respective fields.
Goodbye Menu
And before you know it – adiós, amigos! On the final evening, everyone gathers for a farewell dinner at a beautifully set table.
Fiery Flamenco
Just watching is enough to make you feel the heat… The flamenco troupe earns roaring applause and captivates the entire crowd.
Summer Vibes
A warm October night, wine, and champagne set the tone for a perfect evening. Our time at La Zambra has flown by in a flash!
Key Topics – What Was on the Table
Growth
Not only is Hyatt’s brand portfolio expanding (from 28 to 36 in just over a year), but the number of hotels continues to grow steadily as well. According to the sales team, demand for the group’s brands remains strong. For the luxury flagship Park Hyatt alone, 20 new properties are in the pipeline over the next five years. Across all brands, that number rises to an impressive 700 hotels. Hyatt is placing a special focus on the African continent, where its presence is still developing. Good to know: Hyatt currently operates 1,142 hotels worldwide, with the majority located in North America.
Brand Strategy
Same procedure as last year: European tour operators remain highly interested in Hyatt’s brand strategy. The regrouping into five clusters – Luxury, Lifestyle, Inclusive, Classics, and Essentials – has been generally well received. Still, some question whether every brand truly fits its assigned category. Travel professionals are also wondering if Hyatt might be making branding compromises to accommodate certain labels. Another poin: whether all brands are suited for every market. One intriguing takeaway – the current total of 36 brands could potentially be reduced in the future.
Distribution Channels
One of Hyatt’s most significant current topics is the transition from the Reserve system to the new SynXis platform. The GDS switch already took place at the end of October, and according to Hyatt expert Katharina Becker, individual hotels will gradually follow. The full transition is expected to be completed in 2026. SynXis opens up a wide range of new possibilities, including the ability to display much more detailed information such as room descriptions. Going forward, all rate options will be standardized, with a stronger focus on dynamic pricing – though static rates will continue to exist.
Perspective: What Do the Two Hyatt Forums Mean for La Zambra Resort?
Silvia Navarrete, Commercial Director
"I attended last year’s event in Scotland and immediately knew that the next Hyatt Forums had to take place at our La Zambra Resort. I wanted these distinguished travel agents and tour operators to truly experience how special our property is. It’s not easy to bring such an exclusive group here – after all, they have countless options. This forum is the perfect opportunity to showcase the hotel. I don’t even need to talk much about it – they simply feel it. The two-night format is ideal, allowing everyone to absorb the atmosphere and the authentic Andalusian hospitality. That alone is already a huge success for us. The meetings themselves were also very productive, and it was wonderful to see participants sharing their experiences and expectations so openly. We also made sure that the meeting environment felt inspiring and relaxed – and that the chairs were exceptionally comfortable. That’s why we chose the spa building. The biggest takeaway for me and for our business is that the participants have experienced our hotel firsthand – and will talk about it. I also found it fascinating to observe how they exchange ideas among themselves, learning how they work and what drives them."
La Zambra Resort, The Unbound Collection by Hyatt
Roughly halfway between Málaga Airport and Marbella, La Zambra Resort sits in Mijas on Spain’s Costa del Sol – about 30 kilometers from each destination. The former, iconic Byblos Hotel was reopened in 2022 under its new name and is now part of The Unbound Collection by Hyatt, which Hyatt has positioned within its luxury segment. The property also features a 2,000-square-meter (21,527 square feet) spa, adding to its refined, resort-style appeal.
The hotel features 91 rooms across four categories and 105 suites in five distinct styles. The highlight is the stunning Penthouse (pictured), spanning 368 square meters (3,961 square feet) and featuring three terraces, a private pool, and sleek interior design that sets it apart from the rest. The Penthouse includes one bedroom and accommodates up to four guests. One of its standout features is a private wine cellar stocked with premium selections of wine, cava, and champagne.
The resort offers three pools, each tailored for different guests – some designed for adults, others ideal for families. Golfers can perfect their swing on the two courses adjacent to the hotel, Los Olivos and Los Lagos. Dining is available across four restaurants and bars, each with its own character. For those wanting to sample authentic Andalusian tapas with a signature La Zambra twist, a reservation at Picador is a must. The restaurant also boasts a selection of 90 different wines.
What the Participants Say
Mohammed Halabi · Omeir Travel Agency
"I have to say, I found the Leisure Forum extremely insightful. There was a lot of valuable information shared about Hyatt’s plans, and I truly appreciate the trust that comes with being invited. For me, it’s always exciting to engage in real conversations and exchange ideas – it helps me better understand current trends in the industry. The networking opportunities and direct dialogue with Hyatt’s senior staff were also incredibly valuable. I really like the format of the forum; it feels relaxed and well-balanced without too much pressure, yet everything is structured and purposeful. Overall, I had some genuinely great conversations that will stick with me."
Steffen Boehnke · Airtours
"It’s important and impressive that a global hotel group like Hyatt genuinely wants to understand the needs of European tour operators. That level of engagement shows true interest – and at the same time, with such a vast portfolio of hotels, Hyatt really does rely on strong partnerships with these key players. From my perspective, Hyatt is a fascinating brand family because it caters to such a wide range of guest interests. I also think it’s far from common for a company to take the takeaways from last year’s forum, act on them, and then present the results so transparently. It shows real consistency and accountability, which makes working together both effective and worthwhile. And just to add – I think the forum’s length is spot on."
Anneliese Calleja · Viking
"This was my first Hyatt event of this kind, and I decided to attend because I wanted to learn more about the Hyatt brand, meet the team, and do some networking. Honestly, I didn’t come in with big expectations – but I’m quite impressed. The location is stunning, and the Hyatt team’s openness really stood out to me. They handle feedback with genuine transparency and a willingness to listen. I’ve learned a lot here about what the company is doing now and where it’s heading in the future. It was also insightful to better understand how other operators work and approach their business. That said, I would have appreciated seeing a few more hotel representatives present on-site to round out the experience."
Interview with Garreth Cummings, Regional Vice President, Hyatt Sales Force, EAME
LuxuryWise: The Hyatt Leisure Forum was launched for the first time in 2024. What impact has the feedback from tour operators had on Hyatt’s subsequent initiatives?
Garreth Cummings: Our overarching objective remains to establish a genuine two-way dialogue with our trusted tour operator partners and to embed our customers’ voice into our strategic outlook. Last year’s feedback proved instrumental as we continue to strengthen our commercial framework and systems to become an even better and more trusted partner. Proving that we not only talk the talk but walk the walk, we have already implemented several tangible measures following that valuable exchange, including the rollout of more dynamic rate plans, increased internal training and education to better support rate parity. and a continued commitment to static rate offers. Just a few examples of how the Council’s insights have already translated into action.
LuxuryWise: What do you expect from this year’s Forum, and what role does it play in Hyatt’s overall strategy?
Cummings: This year’s Council will once again allow us to tap into industry trends directly from our customers’ perspective and hear first-hand what we need to adapt to continue catering to their needs. We plan to focus more deeply on the leisure segment: an area of utmost importance given Hyatt’s significant global leisure footprint, particularly across Southern Europe. Beyond reiterating our commitment to the leisure segment and the indispensable role tour operators play in it, we will also share relevant updates on topics we know matter to them: enhanced systems and programming, how we are putting our brands even more at the center of everything we do, and how we are evolving into a more insight- and data-led organization.
LuxuryWise: From an operational perspective, how well are tour operators integrated with Hyatt? Are there specific areas where they are asking for improvements?
One of Hyatt’s greatest strengths in partnering with tour operators is the flexibility of our integration models, allowing every partner to find their perfect fit. We support a wide range of collaborations: from static contracts and dynamic connectivity to marketing agreements and co-developed brochures. Wherever there’s an opportunity for meaningful partnership, we’re eager to explore it, and we have the agility to make things happen. Unlike some of our competitors, we never take a one-size-fits-all approach or dictate integration methods. We prefer to be nimble and bespoke in how we partner. As for improvement opportunities, there’s room to simplify how partners access our inventory, to explore static rate offers more thoroughly alongside dynamic ones, and to continue strengthening rate parity practices, which remain a key focus area in today’s highly connected global marketplace.
LuxuryWise: How would you assess the current collaboration with European tour operators? In the leisure segment, is there still room for improvement?
Cummings: The very existence of our Tour Operator Council, and the time and effort invested in meeting partners in person to share
updates and establish a true dialogue, is a testament to how highly we value these relationships. Simply put, Hyatt is already a significant player in the leisure segment, but our ambition is to continue growing. And that growth can only happen through strong rapport and collaboration with our tour operator partners. I’ve always believed that those closest to the customer should have the loudest voice when shaping our direction and for us, that voice is the tour operators’. But there is always room for improvement, and one area of opportunity is doing a better job at showcasing the full breadth of Hyatt’s portfolio, and how our brands collectively cater to every possible guest demographic. Excellence is a process. We are not perfect, but we constantly question ourselves, pilot new initiatives, and seize every opportunity to advance towards becoming the most responsive, innovative and best-performing company in hospitality.
LuxuryWise: To what extent can tour operators realistically influence a global corporation like Hyatt?
Cummings: As those closest to the customer, tour operators hold insights that are critical to our success, and they absolutely have influence when we take our customer-centric vision seriously. That is precisely why these Councils bring together colleagues from across departments and functions. Last year’s edition already resulted in actionable insights that have informed concrete decisions. Hosting this year’s Council at the iconic La Zambra, part of The Unbound Collection by Hyatt, also reinforces our commitment to the leisure segment. The property itself –a reimagined Andalusian hideaway that blends timeless character with contemporary luxury–, perfectly embodies the spirit of collaboration and excellence we aim to cultivate.
LuxuryWise: How has Hyatt evolved its sales structure to better support Tour Operators, and who is leading this effort?
Cummings: Our evolved sales structure is the result of extensive research and industry insights into what drives efficiency and profitable growth for our stakeholders. We want to eliminate unnecessary complexity and ensure that all our touchpoints with customers and partners are seamless, aligned and easy to navigate. With this evolution, we are becoming leaner, setting ourselves apart at a time when streamlining is happening across the industry. This is not about short-term gains but about positioning Hyatt to become the most responsive, most innovative and best-performing company in hospitality. Global Sales will continue to be deeply customer-centric, while also becoming more agile, leading to faster decisions and more nimble support for our customers, including our valued tour operator partners.
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