Dubai – Hyatt has recently appointed Geoffray Maugin as Vice President Marketing & Loyalty for its Europe, Africa and Middle East (EAME) region, a newly created role that reflects the company’s continued evolution into a more brand-focused and insights led organisation.
Geoffray brings more than 25 years of international experience across luxury hospitality and premium brand strategy, with senior roles at Accor (where he led guest experience and business performance across 5,000+ hotels globally), LVMH’s Moët Hennessy and Coca-Cola.
His mandate is clear: to strengthen brand differentiation and activate loyalty as a high‑value growth engine, creating sustainable value for both guests and owners across Hyatt’s EAME portfolio.
He joins at a pivotal moment for Hyatt. In 2025, the company achieved industry-leading growth for the ninth consecutive year, supported by a record global pipeline of 148,000 rooms (a 7% increase on 2024) and continued momentum across its brand portfolio. World of Hyatt grew 19% in 2025 and now has more than 66 million members globally, with members accounting for nearly half of all occupied hotel rooms globally. The programme is growing not just in scale but in quality, attracting higher‑value guests who spend more per stay and engage more deeply with Hyatt’s brands. Recognised as NerdWallet’s Best Hotel Rewards Program and The Points Guy’s Best Hotel Elite Status, the programme is evolving well beyond traditional earn-and-burn loyalty, with a sharper focus on experiences, partnerships and personalisation.
Under Geoffray’s leadership, World of Hyatt will continue to evolve beyond a traditional rewards programme into a more lifestyle‑led loyalty platform, built around experiences, partnerships and personalisation, from global collaborations such as Audi-Revolut Formula 1 team and tennis, to enhanced credit card and distinctive on‑property experiences that reflect where guests’ passions lie and help members explore our growing global portfolio.
