Dive Brief:
- Hyatt Hotels Corporation has unveiled its first upper-midscale hotel brand in the Americas, called Hyatt Studios, according to a press release.
- The new brand is designed to accommodate both extended-stay and shorter length-of-stay leisure and business transient guests depending on the hotel’s market and guest base.
- The launch is supported by signed letters of interest from multiple developers, with 100 Hyatt Studios hotels expected to be built in the coming years and the first opening in 2024 — furthering Hyatt’s select service portfolio growth.
Dive Insight:
Conceived through direct collaboration with hotel developers, Hyatt Studios prioritizes scalable construction options and an efficient operating model designed to adapt to local market needs across primary, secondary and tertiary markets, according to the release.
While Hyatt declined to specify potential target markets, Emily Wright, vice president and global brand lead at Hyatt, said the new brand will create an entry point into the upper-midscale category and allow the company to reach a new group of higher-end travelers with a unique select-service offering.
Hyatt Studios guest rooms will feature kitchen amenities to “provide comfort during extended trips away from home.” The hotels also will offer a complimentary grab-and-go breakfast and a 24-hour market.
“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,” Jim Chu, chief growth officer at Hyatt, said in the release. “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.”
Hyatt Studios joins the hotel’s select service category, including Hyatt Place and Hyatt House — two brands currently expanding. In March 2022, Hyatt announced that 48 new hotels under the Hyatt Place and Hyatt House brands were expected to open across the Americas in 16 new markets by the end of 2023. The expansion represents more than 6,400 rooms, positively contributing to Hyatt’s net rooms growth, which was 19.5% in 2021.
