Hyatt launches upper-midscale transient brand

CHICAGO – Hyatt Hotels Corp. has launched a new upper-midscale transient brand with an efficient, cost-effective new-build or conversion model for owners called Hyatt Select. It will focus on secondary and tertiary markets where Hyatt has limited hotels to date.

Hyatt said the brand will focus on the Americas region before scaling globally and strengthen its upper-midscale presence complementing the Hyatt Studios extended-stay brand in the category, which marked the opening of its first property, Hyatt Studios Mobile/Tillmans Corner, Alabama, on February 18.

Hyatt Select joins the Essentials portfolio alongside Hyatt’s established select-service brands, focusing on offering “an efficient, streamlined guest experience without compromising the essentials.”

Hyatt did not release any information about development costs, signings, pipeline or projected ADR, but it did offer some more details on the concept:

• Properties can flex from 70-200 keys,
• Lean and efficient staffing models to reduce labor costs.
• Complimentary breakfast will include hot and cold offerings requiring limited equipment.
• A 24/7, self-serve grab-and-go concept operated by a third-party provider that will include beer and wine.

“We’ve seen strong interest from owners both within and outside of our network who are looking for flexible conversion opportunities with access to Hyatt’s powerful commercial engine and distribution platform,” said Hyatt Chief Growth Officer Jim Chu. “The Hyatt Select brand will allow us to meet these distinct needs of owners and expand our brand presence for guests looking for a short stay option in secondary and tertiary markets.”

Coinciding with the Hyatt Select announcement, Hyatt is also celebrating the opening of the first Hyatt Studios location in Mobile, Alabama, developed by the team at 3H Group and led by CEO Hiren Desai. Hyatt Studios, Hyatt’s upper-midscale extended-stay brand, has a pipeline of over 50 executed deals, including 22 in new markets for Hyatt.