Hyatt Hotels (Hyatt) has launched a new brand called Hyatt Studios to enter into the upper-midscale lodging segment in the US.
The brand was created based on feedback from target guests and through collaboration with hotel developers.
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Hyatt received letters of interest in development agreements from multiple developers.
Hyatt Studios is an extended-stay brand conceived to accommodate the requirements of both hotel developers and members of the company’s World of Hyatt loyalty programme.
The company plans to open more than 100 hotels under the Hyatt Studios brand. Construction is set to begin this year and the first hotel is expected to open next year.
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Hyatt chief growth officer Jim Chu said: “We are proud to launch the Hyatt Studios brand and bring the high-quality experience and level of care promised by the Hyatt brand to smaller markets and submarkets where we don’t have Hyatt hotels.
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By GlobalData“We identified a white space for Hyatt, creating a compelling opportunity to significantly accelerate our industry-leading net rooms growth, care for World of Hyatt members on more stay occasions and introduce World of Hyatt to new guests in a new segment which we expect will drive increased direct bookings for all properties across the Hyatt portfolio.”
The brand will be flexible to accommodate developer needs, providing both extended and shorter stay options to transient guests in leisure and business segments, based on the hotel’s market and guest base.
Hyatt Studios is the latest addition to the company’s portfolio of brands in the select service category, which includes Hyatt House, Hyatt Place and Caption by Hyatt.
Hotels in the category provide self-service amenities and in-room offerings. Suites will provide kitchen amenities to ensure a comfortable experience for extended-stay guests.
The Hyatt Studios hotels will provide a complimentary grab-and-go breakfast to guests. A 24-hour market will be available to serve extended-stay guests who can prepare dishes in the guestroom’s kitchen.
Hyatt brand, loyalty and data senior vice-president Amy Weinberg said: “As with all brands in the Hyatt portfolio, Hyatt Studios hotels will appeal to the high-end guest within its segment.
“Amidst a sea of interchangeable extended-stay competitors, Hyatt Studios hotels will transcend dated notions of value-driven compromise by inviting guests to enjoy both the cosiness of a studio apartment and the positive energy of being in a creative studio, all with the quality and contemporary style that is characteristic of Hyatt.”
