Hyatt to introduce Alila brand to Europe

The first Alila in Europe will have a view of the Lake of Gruyère

Europe will get its first Alila branded resort in La Gruyère, Switzerland, come 2023.

Hyatt, which recently added the brand to its luxury portfolio after acquiring Two Roads Hospitality, announced that an affiliate company has signed a management agreement with Resort 4 SA, owned by Ben Golf Investissements SA, to bring the brand to Europe.

The first Alila in Europe will have a view of the Lake of Gruyère

Overlooking a lake, Alila La Gruyère will offer 85 rooms, 27 residences, a golf course and a wellness retreat.

“The region of La Gruyère with its medieval Gruyères town is a great location for a brand that embodies an expression of centuries-old traditions,” said Guido Fredrich, Hyatt’s regional vice president of development for Europe.

“Moreover, the Alila brand offers tremendous potential for growth in Europe by responding to the increasing trend of ecotourism and wellness travel. We also know that well-travelled guests are looking to make impactful connections, and the Alila brand caters to this demand.”

Alila La Gruyère will be located in Pont-la-Ville in the district of La Gruyère, which belongs to the Canton of Fribourg in western Switzerland.

La Gruyère is known for its picturesque landscape, charming medieval town, and cheese and chocolate factories.

“We are delighted to work with Hyatt to bring this innovative luxury resort to La Gruyère under the Alila brand,” said Urs Müller, general manager, Resort 4 SA.

“The area is already popular for weekend getaways and golf and wellness retreats due to its outstanding natural beauty. With the Alila brand, we look forward to introducing a new concept to the region and creating a world-class destination that will take the travel experience to the next level.”

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