Hyatt appoints EMEA VP of Marketing and Loyalty

Hyatt has appointed Geoffray Maugin as Vice President, Marketing and Loyalty, for Europe, Middle East and Africa (EMEA), a newly created role designed to support brand growth and loyalty strategy across the region.

 

Maugin brings more than 25 years of international experience spanning luxury hospitality and consumer brands. He joins Hyatt from Accor, where he led guest experience and business performance initiatives across more than 5,000 hotels worldwide. He has previously also worked with companies such as LVMH’s Moët Hennessy and Coca-Cola, before transitioning into the hospitality sector, holding senior leadership positions across Accor Hotels and Sofitel Luxury Hotels.

 

Based in Zurich, Switzerland, Maugin will focus on strengthening brand differentiation, guest engagement and loyalty-driven growth across the region.

 

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The appointment comes as Hyatt continues to expand globally. The group ended 2025 with a record pipeline of 148,000 keys, up 7% year-on-year, while World of Hyatt membership grew nearly 20% to more than 60 million members worldwide.

 

Hyatt has increasingly focused on experiences and partnerships as part of its loyalty strategy, including becoming the hospitality partner of the Audi Revolut F1 Team.

 

Across the EAME region, Hyatt continues to expand its presence, most recently with the opening of Miraval The Red Sea in Saudi Arabia. Located on Shura Island, the adults-only wellness resort is the brand’s first property outside the US. Hyatt is also preparing to open Grand Hyatt The Red Sea later in 2026, further strengthening its presence at the Red Sea destination.

 

The hospitality group plans to triple its key count in Saudi by 2030 through a pipeline of new developments across the kingdom.

 

For more information, visit hyatt.com