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Home > Latest News > People > Hyatt appoints new VP of marketing and loyalty for EAME region
Hyatt appoints new VP of marketing and loyalty for EAME region

Hyatt appoints new VP of marketing and loyalty for EAME region

Geoffray Maugin has more than 25 years of international experience across luxury hospitality and premium brand strategy
Corina Duma
3h ago
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Hyatt has announced the appointment of Geoffray Maugin as the group’s new vice president of marketing and loyalty for Europe, Africa and Middle East (EAME).

According to the hotel chain, this newly-created role aims to drive brand growth. 

Maugin has more than 25 years of international experience across luxury hospitality and premium brand strategy, having previously held senior roles at Accor, Moët Hennessy and Coca-Cola.

News of the appointment comes after Hyatt achieved growth for the ninth consecutive year in 2025. This was supported by a record global pipeline of 148,000 rooms, representing a 7% increase on 2024.

The World of Hyatt loyalty programme likewise grew 19% in 2025 and now has more than 66 million members globally. Members account for nearly half of all occupied hotel rooms.

Under the leadership of Maugin, the programme will continue to focus on experiences and partnerships. This includes global collaborations with the Audi-Revolut Formula 1 team and tennis.

Hyatt’s strategic leadership and growth in the EAME region

In Context

In June 2024, Hyatt announced the appointment of two senior vice presidents, Felicity Black-Roberts and Peter Norman, to drive growth in the Europe, Africa and Middle East (EAME) region. This organisational shift emphasised a renewed focus on strategic owner relations and portfolio expansion, marking a significant step in Hyatt’s ongoing journey within this market. The appointment was part of Hyatt’s efforts to leverage recent successes and enhance its developmental strategies across EAME’s diverse landscape, which has seen substantial expansion in recent years. Hyatt appoints senior VP roles for growth in EAME, aimed at bolstering its leadership framework.

By December 2022, Hyatt unveiled plans to expand its luxury brand portfolio in Europe, Africa and the Middle East by 30% by 2026. This announcement included the anticipated openings of 13 new luxury hotels under various Hyatt brands, reflecting the company’s commitment to catering to high-end travellers. The strategic growth initiative aimed to enhance Hyatt’s presence in key markets, aligning with the company’s goal to recover from the decreased travel demand brought on by the global pandemic. Hyatt to expand luxury portfolio across EAME, indicating its dedication to upscale hospitality experiences.

In March 2025, Hyatt confirmed significant leadership changes, positioning Marc Jacheet as the new group president for EAME, effective from March 17, 2025. This move was part of Hyatt’s strategy to transform its operations into a more brand-focused enterprise. Alongside this, Javier Águila transitioned to the role of chief growth officer, tasked with overseeing Hyatt’s overall growth strategy. These changes exemplified Hyatt’s commitment to agility in leadership, enhancing its capability to meet the evolving demands of the market and further solidifying its leadership within the hospitality sector. Hyatt confirms leadership changes amid its brand transformation efforts.

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