New Hyatt Select Brand to Launch Soon
Hyatt Hotels has revealed plans for Hyatt Select, a new upper-midscale transient brand that is says is “designed to meet the needs of modern travelers while delivering an efficient, cost-effective model for owners.”
The Hyatt Select brand will complement Hyatt Studios, Hyatt’s extended-stay brand in the category, which marked the opening of its first property, Hyatt Studios Mobile / Tillmans Corner, on Feb. 18. The Hyatt Select brand joins the Essentials portfolio alongside Hyatt’s established select-service brands.
“For Hyatt, launching a new brand is never just about adding to our portfolio—it’s about strengthening our network in a way that benefits both owners and guests,” said Jim Chu, Chief Growth Officer, Hyatt. “Hyatt Select hotels will meet a specific need in the market by offering a cost-effective, conversion-friendly option for owners, while delivering an experience for guests who want reliability, comfort, and thoughtful design in the upper-midscale segment.”
The brand expands Hyatt’s ability to offer more options for travelers seeking shorter stays for business or leisure in secondary and tertiary markets where Hyatt has limited hotels to date. The brand also provides a conversion-friendly option for owners looking to leverage Hyatt’s powerful distribution network, commercial engine, and the award-winning World of Hyatt loyalty program.
The Hyatt Select brand was created with a “focus on helping owners maximize their returns while delivering an efficient guest experience”. It is designed to be flexible for both new-build and conversion environments, which makes it easier for owners to switch to Hyatt while minimizing upfront capital investments. The brand will be focused on the Americas region before scaling globally.
Here’s what you can expect from Hyatt Select hotels, as shared in the Hyatt press release:
- Complimentary Breakfast: A thoughtfully curated selection of hot and cold breakfast offerings requiring limited equipment, ensuring efficiency without sacrificing quality.
- 24/7 Market: A self-serve grab-and-go concept operated by a third-party provider, featuring a variety of food and snack options, as well as beer and wine.
- Modern, Comfortable Guestrooms: Guestrooms are thoughtfully designed to provide comfort and functionality, ensuring an experience that meets the needs of modern travelers, including free high-speed internet and workspaces for productivity.
By combining streamlined operations with thoughtful, modern guest offerings, Hyatt Select hotels will deliver a practical solution for both owners and travelers, further elevating Hyatt’s position in the upper-midscale segment.
Guru’s Wrap-up
Do we really need more Hyatt brands? Probably not. And this one especially will not get many people excited. But it could provide more Hyatt options in secondary and tertiary markets, possibly some more Category 1 properties which are becoming quite rare, and we can have one more brand for Brand Explorer awards.
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