-
Hyatt Select Prototype – Image Credit Hyatt
Hyatt Hotels Corporation has announced the launch of Hyatt Select, a new brand in the upper-midscale segment aimed at modern travelers. The brand provides an efficient, cost-effective model for owners and will complement Hyatt Studios. It will focus on secondary and tertiary markets, offering a streamlined guest experience and a conversion-friendly option for owners.
Hyatt Hotels Corporation (NYSE: H) has unveiled plans for Hyatt Select, a new brand in the upper-midscale segment, designed to cater to the needs of contemporary travelers and provide a cost-efficient model for owners. The brand will augment Hyatt’s presence in the upper-midscale segment alongside Hyatt Studios, the company’s extended-stay brand.
Hyatt Select joins the Essentials portfolio, which includes Hyatt’s established select-service brands. The portfolio aims to deliver exactly what guests need, enabling them to optimize their stay. Hyatt Select hotels will concentrate on offering an efficient, streamlined guest experience without sacrificing essentials. The brand will primarily cater to travelers seeking shorter stays for business or leisure in secondary and tertiary markets where Hyatt’s presence has been limited to date.
The Hyatt Select brand also offers a conversion-friendly option for owners looking to leverage Hyatt’s robust distribution network, commercial engine, and the award-winning World of Hyatt loyalty program. Jim Chu, Chief Growth Officer, Hyatt, emphasized that the brand aims to meet a specific market need by offering owners a cost-effective, conversion-friendly option while delivering reliability, comfort, and thoughtful design for guests in the upper-midscale segment.
Hyatt Select was developed to help owners maximize returns while delivering an efficient guest experience. The brand is designed to be adaptable for both new-build and conversion environments, offering owners an opportunity to optimize existing assets while minimizing upfront capital investments. The brand will initially focus on the Americas before expanding globally.
Key features of the Hyatt Select brand for owners include a flexible prototype, allowing properties to range from 70 to 200 keys, a lean operating model designed for transient travelers, and access to Hyatt’s global distribution, including its world-class reservation system, revenue management tools, commercial services, and the World of Hyatt loyalty program.
Hyatt Select hotels will offer a balance of efficiency and comfort for travelers, providing essentials designed for functionality and convenience. These include complimentary breakfast, a 24/7 self-serve grab-and-go market, and modern, comfortable guestrooms with free high-speed internet and workspaces for productivity.
Coinciding with the announcement of the Hyatt Select brand, Hyatt has celebrated the opening of the first Hyatt Studios location in Mobile, Alabama. The Hyatt Studios brand, designed for extended stays, has witnessed significant growth since its launch in 2023, with over 50 executed deals, including 22 in new markets for Hyatt.
