Hyatt Hotels Corporation has appointed Geoffray Maugin as Vice President Marketing & Loyalty for Europe, Africa and the Middle East (EAME), underscoring the hotel group’s growing focus on brand strategy and customer loyalty as key growth drivers across the region.
The newly created role reflects Hyatt’s intention to strengthen guest engagement, premium brand positioning and loyalty-led expansion across its EAME portfolio. Recruited by Marc Jacheet, Maugin joins the company with more than 25 years of international experience spanning consumer goods, luxury brands and global hospitality.
The appointment also comes as major hotel groups increasingly invest in loyalty ecosystems and personalised customer experiences to drive direct bookings, retention and premium traveller engagement.
From Coca-Cola and LVMH to Global Hospitality Leadership
Maugin began his career at The Coca-Cola Company before moving to LVMH’s Moët Hennessy division, where he spent nearly a decade in the United Kingdom working on luxury champagne brands including Dom Pérignon and Moët & Chandon before taking on international responsibilities at headquarters level.
He later joined Accor in 2006, where he spent more than fifteen years in senior marketing, strategy and customer experience leadership roles.
During his tenure, Maugin contributed to the relaunch of Pullman Hotels and Resorts, the luxury repositioning of Sofitel and the redevelopment of the Novotel model.
As Senior Vice President Customer Experience and Business Performance, he oversaw customer experience and operational performance strategy across more than 5,000 hotels globally. His work also supported the development and structuring of a diverse hospitality portfolio including Raffles Hotels & Resorts, Fairmont Hotels & Resorts, Orient Express, SO/, Mama Shelter and Ibis.
Hyatt Bets on Brand Experience and Loyalty Expansion
In 2022, Maugin founded E-Morphoz, a consultancy focused on the sustainable transformation of premium and luxury brands. Through the firm, he worked with international clients and contributed to the development of Origins Lodge in Costa Rica.
He officially joined Hyatt in February 2026 after relocating from Zurich.
The appointment highlights Hyatt’s broader ambition to deepen emotional brand connection and strengthen loyalty engagement across Europe, Africa and the Middle East as competition intensifies in the premium and luxury hospitality sector.
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