Hyatt Hotels Corporation has expanded its footprint in Eastern Europe with the opening of AluaSoul Sunny Beach, a 397-room adults-only hotel positioned to meet surging demand from Romanian leisure travellers and bolster the group’s all-inclusive portfolio in Bulgaria.
Situated in the heart of Sunny Beach between the bustling Flower Street and the beachfront promenade, AluaSoul Sunny Beach offers 397 guestrooms designed with minimalist interiors inspired by local surroundings. The new opening is part of Hyatt’s Inclusive Collection, joining Secrets Sunny Beach, Dreams Sunny Beach, and two properties in Obzor, Alua Helios Bay and AluaSun Helios Bay.
This strategic investment comes as Bulgaria recorded 13.25m international visitors in 2024, with over 42,000 tourists arriving from Romania—now one of the country’s top five inbound markets. With six on-site restaurants, wellness facilities, water sports and exclusive experiences via the My Favorite Club programme, the hotel aims to capture a growing segment of Eastern European travellers seeking luxury just hours from home.
“The opening of AluaSoul Sunny Beach reflects our commitment to delivering exceptional value and memorable experiences for guests and World of Hyatt members,” said Manuel Melenchon, Managing Director, South, for Hyatt in EAME. “As demand for all-inclusive stays in Europe grows, we remain focused on creating seamless experiences that exceed our guests’ expectations.”
Investor interest is likely to be piqued by Hyatt’s broader regional development strategy, with plans to increase its presence in the Balkans by 70% through five new Hyatt Regency openings in Romania, Croatia, Serbia and Albania by 2027. The group’s pipeline includes the historic Hyatt Regency Aro Palace Bra?ov in Romania, slated for reopening with up to 250 rooms after full refurbishment. With average ADRs in Sunny Beach rising and operational costs comparatively low, the region presents strong yield opportunities for hotel developers and operators.
“We’re thrilled to welcome guests and World of Hyatt members to the new AluaSoul Sunny Beach,” said Daniel Bielsa Gibaja, General Manager of AluaSoul Sunny Beach. “The hotel boasts a truly elevated experience, combining a modern design with unforgettable entertainment and amenities.”
People mentioned
Manuel Melenchon, Managing Director, South, for Hyatt in EAME
Ana Tomicevic, Global Brand Leader, Inclusive Collection, Hyatt
Daniel Bielsa Gibaja, General Manager, AluaSoul Sunny Beach
Companies mentioned
Hyatt Hotels Corporation – Hotel operator and developer
Alua Hotels & Resorts – Brand under Hyatt’s Inclusive Collection
Aro Palace Hotel – Historic hotel property in Bra?ov, Romania, under renovation
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