Dive Brief:
- Hyatt Hotels has launched Hyatt Select, its first conversion-friendly transient brand in the upper midscale segment in the Americas, according to a Tuesday release.
- Designed with a flexible prototype for both new-build and conversion projects, Hyatt Select will be focused in the Americas region before scaling globally, the release detailed. Hyatt Select hotels will range from 70 to 200 keys and offer a lean operating model, per Hyatt.
- Hyatt Select was “designed to meet the needs of modern travelers while delivering an efficient, cost-effective model for owners,” according to Hyatt. The launch strengthens the hotel company’s presence in the upper midscale segment, where competitors are expanding as well.
Dive Insight:
According to Hyatt, Hyatt Select will offer an efficient operating model that benefits owners but doesn’t compromise the guest experience.
Hotels under the brand will offer complimentary breakfast; a 24-hour grab-and-go market with food options, as well as beer and wine; and guest rooms with free high-speed internet and workspaces.
Owners, meanwhile, will benefit from the brand’s efficient staffing model, with reduced labor costs, as well as access to Hyatt’s global distribution system, the company detailed.
“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,” Jim Chu, chief growth officer at Hyatt, said in a statement. “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.”
Hyatt Select will cater to travelers seeking shorter stays for business or leisure in secondary and tertiary markets where Hyatt currently has limited hotels, according to the release. Hyatt declined to comment on specific markets being targeted for growth.
Hyatt Select complements Hyatt’s other brand in the upper midscale segment, Hyatt Studios, which launched in 2023 and caters specifically to extended stay demand.
Hyatt Studios opened its first hotel in Mobile, Alabama, earlier this month, and the brand has an additional 50 executed deals in the pipeline, Hyatt announced Tuesday.
Hilton and IHG Hotels & Resorts are also expanding in the upper midscale segment in the U.S. Hampton by Hilton unveiled a new North American prototype in 2024, while IHG’s Atwell Suites brand has grown with new openings.
