Hyatt Privé Forum Europe

Media Partnership

Take two! About a year and a half after the first edition, the Hyatt Privé Forum for top agencies in the Hyatt partner program is back. This time, the event took place at Hotel La Zambra in Andalusia. The goals: review what Hyatt has accomplished from previous assignments and develop strategies for continued strong collaboration. LuxuryWise was on-site – here are the key takeaways!

von LuxuryWise Senior Editor Cathrin Lührs

Hyatt Privé Forum Europe

Media Partnership

Take two! About a year and a half after the first edition, the Hyatt Privé Forum for top agencies in the Hyatt partner program is back. This time, the event took place at Hotel La Zambra in Andalusia. The goals: review what Hyatt has accomplished from previous assignments and develop strategies for continued strong collaboration. LuxuryWise was on-site – here are the key takeaways!

by LuxuryWise Senior Editor Cathrin Lührs

Hyatt Privé Forum Europe at a Glance

Travel Advisor

…traveled to Spain to connect with Hyatt. They represent key source markets across Europe, Africa, and the Middle East.

Hotels

...were part of the lineup, including brands such as Park Hyatt, The Standard, the Unbound Collection, and Hyatt Regency.

Awards

...were presented to travel advisors in recognition of outstanding achievements. Last year, there were only six.

Meetings & Moments

Welcome to La Zambra!

The Hyatt team is ready for in-depth conversations, exchange, and discussions with Europe’s top travel advisors.

Input Deluxe

Tristan Dowell, VP of Hyatt Sales Force, listens closely and shares plenty of insights into Hyatt’s strategy. It’s well received.

Hello, everyone!

Icebreaker game: “Who’s in the Room” means sharing two truths and a lie – Silvio Rebmann (Cube Travel) is already cracking up.

Group Chats

Brainstorming under the Spanish sun: in small groups, travel experts discuss how Hyatt could take Privé to the next level.

Reception with a View

On the welcome evening, Spain’s lovely October weather was at its finest. Add tapas, wine and laughter – nos encanta!

Early Workout Bird

Feeling stiff after the flight? The early morning stretch session hosted by Hyatt helps loosen up – though a few guests sadly slept right through it...

Break-Time Interview

So, how was it? The Hyatt team gave participants a chance to share their thoughts on camera – including the sales teams from The Standard.

Spanish Vibes

And just like that, it’s the final evening: before dinner, guests enjoy oysters, champagne, and Serrano ham to the sound of traditional music. Mmm!

To Hyatt – and to us!

A toast to great conversations and meaningful exchange! The only question left: when’s the next Privé Forum?

Key Topics – The Highlights of the Discussions

Rate Parity

Pricing was a major talking point, especially the ongoing disadvantages travel advisors still face compared to World of Hyatt members. Hyatt acknowledged earlier feedback and has since refined its rate structure. Member Rates for Global Hyatt Offers will remain in place, but in 2026, rate parity with Member Rates is set to be introduced – good news for travel advisors. In addition, all publicly available offers will be matchable by Privé agencies, and the same options will apply to Net of Commission Rates.

Brand Alignment

Last year, Hyatt’s portfolio included 28 brands – now there are 36. The previous grouping into so-called "Collections" didn’t resonate well. Hyatt took the feedback to heart and restructured its brand organization. The result: five new pillars – Luxury, Lifestyle, Inclusive, Classics, and Essentials. Alila and Impressions by Secrets have moved up into the Luxury segment, shifting from Lifestyle and Inclusive, which sparked mixed reactions. The Unbound Collection and Miraval now also sit in the high-end category. Park Hyatt remains the flagship of true luxury.

Luxury in Practice

Speaking of Park Hyatt: travel advisors aren’t entirely satisfied with how the brand has evolved. The group spent time discussing what Hyatt’s luxury DNA truly represents today. Many feel Park Hyatt has lost some of its former shine – especially the personal touches that once set it apart. Hyatt is aware of this and is currently working on a brand repositioning to sharpen its identity. A special suite concept with a unique amenity is also being tested, and the Park Hyatt portfolio is now expanding significantly.

What the Participants Say

Silvio Rebmann · Cube Travel

"Hyatt has definitely listened over the past year to the challenges and needs that matter most to us. It’s great that they gave us more time to actually talk this time around. The relaxed kickoff on the first day worked really well, and the new format just makes a lot more sense overall. You can tell the Hyatt team put extra thought into shaping this year’s forum. I’m a big fan of brainstorming in groups, and I think presenting the results afterward is key. The idea of listening to us even more closely is absolutely the right direction – open dialogue is essential. It would be fantastic if something tangible happens around price parity. And if the newly announced initiatives truly roll out, it would be a huge leap forward. I’m really curious to see how much of it becomes reality."

Susan Shojaee · Ten Lifestyle Group

"The location couldn’t have been better for this forum. The spa environment instantly created a calm, open atmosphere, and I really like how Hyatt infused the event with a sense of wellbeing. The mix of session formats – from interactive games to presentations and Q&A rounds – kept things lively and engaging throughout. For me, this forum is truly valuable for both sides: Hyatt and the travel advisors. Hyatt genuinely needs our insights right now as the company evolves and refines its direction. I can tell they’re taking our perspectives seriously, which makes the collaboration feel authentic. Events like this really strengthen the relationship and help build a deeper, more forward-looking partnership for the future."

Carolina Oriz · Dia Libre Viajes

"This is my first year in the luxury travel industry, so this forum has been incredibly insightful and important for me. It’s giving me a much clearer picture of how the market operates and what drives our business. I really appreciate that Hyatt invites us to take part in shaping the company’s future and its brand direction – that level of openness isn’t something you see every day. It shows they truly value our input and want genuine collaboration. I also love how approachable and transparent the Hyatt team is; everyone is easy to talk to, which makes communication so much smoother. On top of that, having the chance to meet top executives in person and build real connections is a huge plus. It makes my daily work not only easier but also more meaningful."

News from Hyatt Privé

All Hyatt Privé members will soon experience a fresh, redesigned look for the program’s website. Hyatt aims to make navigation more intuitive and the overall design more contemporary. The updated platform will feature more sales-relevant information, including detailed room layouts, videos, and key contact details. There are also plans to integrate an AI-powered search tool to help users filter hotels by specific categories. Under the theme "Luxury Meets Exclusivity" Hyatt recently tested the Suite Escapes offering across its Park Hyatt properties. The idea is to make this program – complete with exclusive amenities – a permanent feature, available exclusively to Privé members.

Interview with Garreth Cummings, Regional Vice President, Hyatt Sales Force, EAME

LuxuryWise Since the last Hyatt Privé Forum, what developments have taken place? Which of the topics that sparked discussions have been addressed, and what were the outcomes?

Garreth Cummings: Our overarching objective remains to strengthen our collaboration with Hyatt Privé travel advisors and further embed their insights into how we evolve our luxury offering. Since the last Forum, we’ve made meaningful progress on several fronts. We’ve advanced the Net of Commission program, which is set for further enhancements in 2026, and significantly improved our commission payment processes and hotel compliance. True to our test and learn mindset, initiatives like the Park Hyatt Suite Escape have provided valuable data and insights that are helping us shape the future Luxury Tier of Hyatt Privé. Across the board, we’ve seen stronger alignment in the delivery of Privé benefits and policies, a testament to the collective effort between Hyatt teams and our advisor community.

LuxuryWise: Why did you choose La Zambra to host it?

Cummings: For this year’s Forum, we wanted to spotlight the diversity and depth of Hyatt’s luxury portfolio, and La Zambra, part of The Unbound Collection by Hyatt, embodies that perfectly. Nestled between Málaga and Marbella, La Zambra stands at the heart of Andalusia: a region that beautifully blends history, culture and craftsmanship. It’s more than just a property: it’s a reimagined Andalusian hideaway that captures the essence of our luxury promise –authenticity, connection, and local inspiration. Hosting the Forum here allows us to showcase what makes Hyatt’s luxury experiences unique while offering our partners the opportunity to engage with a destination that truly tells a story.

LuxuryWise: What are your expectations for this year’s forum, and why is it important for Hyatt to host it?

Cummings: The Forum is about bringing together the highest caliber of the luxury travel community –advisors, partners and Hyatt leaders– to engage in open, forward-looking conversations. Our goal is to exchange ideas around our brands, programs and shared opportunities, but more importantly, to listen. The Forum is a space for collaboration where we collectively shape Hyatt’s continued evolution in the luxury space. By connecting directly with our Hyatt Privé partners, we ensure that our strategies remain aligned with what matters most to our guests: meaningful experiences, personalization and trust.

LuxuryWise From your perspective, what are currently the most pressing topics in the industry?

Cummings: Today’s luxury travelers expect more than excellence: they expect personalization. We’re seeing growing demand for experiences that prioritize wellness, mindfulness, sustainability, and multi-generational travel, all underpinned by authenticity. Equally important is the rise of unique, one-of-a-kind experiences: moments that can’t be replicated and that deepen the emotional connection between travelers and the destinations they explore. Finally, the integration of AI and digital tools is transforming the way luxury travel is curated. At Hyatt, we see technology not as a replacement for human connection, but as an enabler of smarter, more personalized service, and as an opportunity to double down on our purpose of care for every stakeholder: our guests, of course, but also our trusted luxury partners.

LuxuryWise: How significant are travel advisors to Hyatt’s overall strategy?

Cummings: Travel advisors are essential to Hyatt’s success. They’re trusted experts who bring deep relationships, insight and creativity to the way they serve sophisticated travelers and high-net-worth individuals. Our Hyatt Privé partners drive substantial suite and villa bookings, commanding some of the highest ADRs across our

portfolio. Each time they choose Hyatt, they entrust us with their clients: a partnership we deeply value. This collaboration is not transactional; it’s a relationship built on shared standards of excellence, and it plays a crucial role in reinforcing Hyatt’s position in the luxury travel ecosystem.

LuxuryWise: What would you identify as Hyatt’s greatest strength in sales?

Cummings: Hyatt’s strength lies in its brand portfolios, recently refreshed to make them more intuitive for travelers and to encourage exploration across adjacent brands they already know and trust. Since the end of last year, we have presented our 30+ brands under five portfolios: Luxury, Lifestyle, Inclusive, Classics, and Essentials. Each brand has been thoughtfully designed with a clear purpose to meet the evolving needs of travelers, allowing us to deliver personalized experiences across every segment –including, of course, the premium and luxury space.

LuxuryWise In what ways is Hyatt currently supporting travel agents?

Cummings: We continue to invest heavily in talent, platforms and technology to strengthen our advisor relationships. Dedicated regional teams, provide high-touch support for direct bookings and inquiries. On the innovation side, we’re investing in digital enhancements and AI-driven tools that simplify booking processes and help travel advisors offer more personalized, efficient and seamless service. The goal isn’t to replace human connection: it’s to empower it, allowing advisors to focus more on crafting experiences that resonate deeply with their clients.

LuxuryWise How has Hyatt evolved its sales structure to better support Travel Advisors, and who is leading this effort?

Cummings: Hyatt is evolving into a brand-led organization, with Global Sales at the heart of this transformation. We are redefining how we collaborate by breaking silos, streamlining processes and placing brands and customers at the center of every decision.This evolution ensures that our teams are more agile and customer-centric than ever before, enabling faster decisions, deeper engagement and a stronger alignment between global brand strategies and partner needs. Ultimately, this is about positioning Hyatt to be the most responsive, most innovative, and best-performing company in hospitality: one that continues to grow together with our trusted travel advisor community.

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Hyatt Privé Awards

Hand-Painted Tiles and High Praise – Acknowledgment for Outstanding Achievements

The Winners of the 2025 Hyatt Privé Awards

Jetsetter of the Year Award

365 Luxury Travel (Benjamin Wempe, Foto Mitte) · My Agency · Global Travel Collection

Passport Royalty Award

Ten Group · ACI Blue Teams · Dia Libre Viajes

Suite Dreams Award

RSelection · Almosafer · 360 Private Travel

The Champagne Mile-High Club Award

World Concierge · Insignia

Hyatt Privé Connoisseur Award

Bonvivant · Essentialist

OG's Award

DeluxeTargets · Cube Travel · Little Emperors

To Hyatt Leisure Forum