Geoffray Maugin has been appointed Vice President Marketing & Loyalty for Hyatt’s Europe, Africa and Middle East (EAME) region, marking a new chapter in the hospitality company’s continued evolution towards a more brand-focused and insights-led organisation. The newly created leadership role reflects Hyatt’s emphasis on strengthening brand differentiation, developing meaningful guest relationships and positioning loyalty as a high-value growth engine across its EAME portfolio. Bringing more than 25 years of international experience across luxury hospitality and premium brand strategy, Maugin will lead efforts to connect Hyatt’s brands, guest experiences and loyalty proposition with the evolving expectations of travellers.
Geoffray Maugin Takes on a Newly Created Leadership Role at Hyatt
The appointment of Geoffray Maugin comes at a time when Hyatt is continuing to build its brand portfolio and strengthen its approach to guest engagement. As Vice President Marketing & Loyalty for the EAME region, Maugin will focus on advancing brand differentiation and activating loyalty to create sustainable value for both guests and hotel owners.
The creation of this position reflects Hyatt’s ongoing evolution into a more brand-focused and insights-led organisation. Marketing and loyalty are central to this direction, helping the company build stronger connections with guests while supporting the performance and long-term value of its portfolio.
Maugin’s mandate combines two priorities: strengthening the distinctiveness of Hyatt’s brands and making loyalty a more valuable driver of growth. The role places emphasis on creating experiences and relationships that extend beyond individual hotel stays, while helping guests discover more of the company’s growing global portfolio.
For Hyatt, the appointment also brings together experience from luxury hospitality, premium brand strategy and large-scale guest experience management. Maugin’s international background is expected to inform his approach to brand development and loyalty across Europe, Africa and the Middle East.
Geoffray Maugin Brings More Than 25 Years of International Experience
A career spanning hospitality and premium brands
Geoffray Maugin brings more than 25 years of international experience across luxury hospitality and premium brand strategy. His previous senior roles include positions at Accor, LVMH’s Moët Hennessy and Coca-Cola, giving him experience across hospitality and prominent consumer brands.
At Accor, Maugin led guest experience and business performance across more than 5,000 hotels globally. This responsibility provided him with experience working across a large international hotel portfolio, connecting guest experience with business performance.
His experience also extends to Moët Hennessy, part of LVMH, and Coca-Cola. These roles form part of a career spanning hospitality and premium brand environments, bringing together different perspectives on brand strategy and customer engagement.
This breadth of experience is relevant to Hyatt’s focus on building differentiated brands and developing loyalty beyond traditional rewards. The company’s stated direction places greater emphasis on experiences, partnerships and personalisation, with the aim of creating more meaningful connections between guests and its brands.
As he takes on the EAME leadership role, Maugin will bring this international experience to a region encompassing Europe, Africa and the Middle East, supporting Hyatt’s efforts to strengthen its marketing and loyalty strategy.
Hyatt Enters a New Phase of Growth
Geoffray Maugin joins Hyatt following a period of sustained company growth. In 2025, Hyatt achieved industry-leading growth for the ninth consecutive year, supported by a record global pipeline of 148,000 rooms. This represented a 7% increase compared with 2024 and reflected continued momentum across the company’s brand portfolio.
The scale of Hyatt’s pipeline provides important context for the appointment. As the company continues to develop its global presence, brand differentiation and loyalty become increasingly important elements of its approach to guest engagement and portfolio growth.
For a business operating across multiple brands and markets, a consistent yet distinctive brand experience can help guests identify the proposition that best reflects their preferences. Hyatt’s focus on a more insights-led organisation also points to the importance of understanding guest needs and using those insights to shape marketing and loyalty initiatives.
Within this broader strategy, Maugin’s role will focus on strengthening brand differentiation and developing loyalty as a growth engine. The objective is to create sustainable value for both guests and owners across Hyatt’s EAME portfolio.
World of Hyatt Grows Its Global Membership
A loyalty programme with more than 66 million members
World of Hyatt is a central part of the company’s approach to guest loyalty. The programme grew by 19% in 2025 and now has more than 66 million members globally. According to the supplied announcement, members account for nearly half of all occupied hotel rooms worldwide.
These figures highlight the scale of the programme and its importance to Hyatt’s broader business. The focus, however, is not limited to increasing membership numbers. The programme is also attracting higher-value guests who spend more per stay and engage more deeply with Hyatt’s brands.
This emphasis on the quality of engagement reflects a shift in how Hyatt approaches loyalty. Rather than relying exclusively on traditional points accumulation and redemption, the company is developing a proposition that places greater weight on experiences, partnerships and personalisation.
World of Hyatt has also received recognition from travel and personal finance publications. It was named NerdWallet’s Best Hotel Rewards Program and The Points Guy’s Best Hotel Elite Status.
These accolades accompany the programme’s expansion and its evolution towards a broader lifestyle-led proposition. For Hyatt, loyalty represents an opportunity to build deeper relationships with members while encouraging them to explore more of its global portfolio.
Geoffray Maugin to Advance a More Lifestyle-Led Loyalty Platform
Moving beyond traditional rewards
Under Geoffray Maugin’s leadership, World of Hyatt will continue evolving beyond a traditional rewards programme towards a more lifestyle-led loyalty platform. The approach will centre on experiences, partnerships and personalisation, connecting the programme with the interests and passions of its members.
The planned direction includes global collaborations such as the Audi-Revolut Formula 1 team and tennis. Hyatt will also focus on enhanced credit card offerings and distinctive on-property experiences designed to reflect what matters to its guests.
This approach broadens the role of loyalty beyond earning and redeeming rewards. By incorporating partnerships and experiences, World of Hyatt aims to offer members additional ways to engage with the programme and connect with Hyatt’s brands.
Personalisation is another key element of this strategy. Experiences that reflect individual interests can help make a loyalty programme more relevant to its members, while partnerships can create opportunities for engagement beyond the hotel stay itself.
The emphasis on distinctive on-property experiences also connects loyalty with the guest experience at Hyatt hotels. Rather than treating the programme as a separate benefit, the company’s direction is to make loyalty a more integrated part of how guests discover and engage with its portfolio.
For Maugin, this creates a broad mandate encompassing brand differentiation, guest engagement and loyalty development across the EAME region.
Building Sustainable Value Across Hyatt’s EAME Portfolio
The appointment of Geoffray Maugin brings Hyatt’s marketing and loyalty priorities together under a newly created regional leadership position. His experience across hospitality and premium brand strategy comes at a time when the company is reporting sustained growth, expanding its pipeline and developing World of Hyatt into a more experience-led programme.
The priorities outlined for his role are closely connected. Stronger brand differentiation can help clarify what makes Hyatt’s brands distinctive, while loyalty initiatives can encourage deeper engagement and help members explore the company’s wider portfolio. Together, these areas are intended to create sustainable value for guests and owners.
World of Hyatt’s growth, its membership base of more than 66 million and its expanding focus on experiences and partnerships provide the context for this next phase. As the programme continues to evolve, Hyatt is placing greater emphasis on how members engage with its brands, rather than membership growth alone.
With Maugin leading Marketing & Loyalty for Europe, Africa and the Middle East, Hyatt is reinforcing its focus on brand strategy and meaningful guest relationships. His mandate will support the company’s continued evolution into a more brand-focused and insights-led organisation, with loyalty positioned as a high-value contributor to sustainable growth across its EAME portfolio.
Ahmed Abdul Wasey
Managing Editor, Eat ‘N Stays
Ahmed Abdul Wasey is the Managing Editor in Eat ‘N Stays, overseeing all editorial coverage of travel, hospitality, and food across Saudi Arabia and the wider Gulf region. He sets the publication’s editorial direction and reviews coverage across hotels, restaurants, tourism, cruise, and industry news before it publishes.
Have a story tip, correction, or question about our coverage? Reach Ahmed directly at pr@eatnstays.com.
