I agree with
ffgap's comment in that Hyatt has more gaps to fill rather than blowing up their all-inclusive portfolio to over 10 brands that, again, have less than ten hotels to most of their brands' names [e.g., Zoëtry has nine, Sunscape six, Ziva six, Zilara four, Impression two, Vivid one], don't have exciting or tangible growth prospects [e.g., Ziva/Zilara is only
just expanding beyond the Caribbean but those hotels are at least five years out, Impression and Vivid have zero], exist in places where Hyatt already has tons of presence [e.g., more AIs in Punta Cana, Tenerife and Mexico], and no longer have visible differentiation between them [e.g., Dreams, Secrets, Breathless, Zoëtry all play in the same upper-upscale space with minimal differentiation aside from being adults- versus family-friendly]. The leisure market may be growing now, but is amassing all these brands viable in the future?
Hyatt is lacking a true upper luxury brand since Park Hyatt, which represents the top of the pyramid, simply doesn't compete on the same level as a Four Seasons or Rosewood does, and I know I've repeated this
ad nauseam, but they need SCALING. Grow your existing brands rather than launching and acquiring more and more microbrands that focus on one geographic area. Hyatt keeps talking about "growth" for all these new brands they're onboarding, but there is very little to see; when looking at competitors like Hilton and Marriott, I'm hearing that Hilton's pipeline for NoMad [which only joined Hilton this summer following the April acquisition announcement] is already up to ~10 hotels, and Marriott announced their 500th hotel in the Caribbean/Latin America alone.
Maybe I don't get the business behind all these decisions, but as a customer, I'm increasingly confused and disenchanted by new offerings that don't appeal to me or my travel needs/style - and I'm sure this is something that resonates with many other travelers within and beyond North America.
khabah