Written by JJ JJ
Updated on August 20, 2026 3 -minute read

Hyatt Appoints Guido Fredrich as Vice President, Development Luxury and Lifestyle for EAME Region

The work builds on QComms’ specialist experience in travel and destination communications, supporting brands looking to increase visibility across the UAE and GCC.

Fredrich will drive the growth of brands including Park Hyatt, Alila, Andaz, Thompson and The Standard across Europe, Africa and the Middle East (EAME)

 Hyatt recently appointed Guido Fredrich as Vice President, Development Luxury and Lifestyle in EAME. In his role, Fredrich will lead the growth of Hyatt’s Luxury and Lifestyle portfolios across the region.

He joins Hyatt at a pivotal moment for its regional expansion, as the company continues to strengthen its presence in culturally relevant gateway cities and iconic leisure destinations across Europe, Africa and the Middle East. Recent additions include Andaz Lisbon and Miraval the Red Sea, with highlights like Thompson Seville, Thompson Rome and The Standard Lisbon expected before the end of 2026.

Fredrich brings more than 15 years of international experience in hospitality development and real estate, including a previous senior development role at Hyatt where he oversaw more than 15 market entries across several brands. Before his return to Hyatt, Fredrich served as Chief Development Officer at Corinthia Hotels, where he led the expansion of the Corinthia brand globally, securing strategic market entries and building the luxury brand across key markets. Prior to Corinthia, he was Head of Asset Strategy at Signa.

Felicity Black Roberts, SVP Development EAME, Hyatt added “Guido’s appointment is a sign of our commitment to continued intentional growth across the region. His track record of identifying strategic market opportunities with strong brand differentiation will be an invaluable asset to our team. Despite the macroeconomic and geopolitical uncertainty, demand for high-quality hotels remains remarkably resilient. Travellers are becoming more discerning and are increasingly choosing hotels that offer distinctive experiences. That plays directly to Hyatt’s strength: a portfolio of brands with genuinely different personalities, each designed for a different purpose of stay. As we continue to grow across Europe, Africa and the Middle East, our ambition remains simple: to bring the right brands to the right locations with the right owners.”

Guido Fredrich, VP Development Luxury and Lifestyle EAME, Hyatt said “I am delighted to rejoin Hyatt at such an exciting time for the business. Having worked with many of Hyatt’s brands over the years, I know the strength of the portfolio and the opportunities that exist across the region. I look forward to working with our owners and partners to expand our Luxury and Lifestyle presence thoughtfully, bringing the right brands to the right locations and creating exceptional hotels together.”

Hyatt’s Luxury and Lifestyle portfolios span 14 brands and comprises more than 70 hotels and 11,000 rooms across EAME.

For media enquiries, please contact:
Yosr Hassan
E: jumana.b@qcomms.ae
M: +971 56 362 4874

___________

About QComms:

QComms is an award-winning PR and digital agency founded in 2010 by Elsa Roodt and Katie Harvey. Named among the top 10 agencies in the GCC, QComms has a 40-strong team across offices in Dubai, Abu Dhabi, Sharjah, Riyadh, Manchester, Jordan and Egypt. The agency provides PR, creative content, and social media services to a diverse portfolio of lifestyle and corporate clients across multiple sectors, developing innovative, data-driven strategies that help brands launch, grow, and achieve their communication goals.

Our services include:

Public Relations | ⁠Communications | Marketing | Social Media Management | Influencer & Celebrity Endorsement | ⁠Paid Media & Performance Marketing | ⁠Photo & Video Studio | ⁠Market Research Room | ⁠Podcast Studio

Contact us: