Hyatt has appointed Geoffray Maugin as Vice President Marketing & Loyalty for its Europe, Africa, and Middle East (EAME) region. This newly created role underscores Hyatt's shift towards a brand-focused and insights-driven approach. With over 25 years of experience in luxury hospitality and premium brand strategy, Maugin aims to strengthen brand differentiation and enhance the World of Hyatt loyalty programme.
Maugin's extensive background includes senior roles at Accor, where he managed guest experience and business performance across more than 5,000 hotels globally, as well as positions at LVMH's Moët Hennessy and Coca-Cola. His appointment comes at a significant time for Hyatt, which achieved industry-leading growth for the ninth consecutive year in 2025. The company reported a record global pipeline of 148,000 rooms, marking a 7% increase from 2024.
The World of Hyatt programme, which grew by 19% in 2025, now boasts over 66 million members worldwide. The programme is evolving beyond traditional loyalty schemes, focusing on experiences, partnerships, and personalisation. Under Maugin's leadership, it will continue to transform into a lifestyle-led platform, featuring collaborations with entities like the Audi-Revolut Formula 1 team and enhanced credit card offerings.
Maugin's role is pivotal in driving sustainable value for both guests and owners across Hyatt's EAME portfolio, as the company continues to expand its global reach and enhance guest engagement
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