Hyatt Hotels Corporation has revealed plans to launch its first upper-midscale brand in the Americas. Joining Hyatt Place, Hyatt House, and Caption by Hyatt in the select-service category, Hyatt Studios will support both extended-stay and shorter length-of-stay business and leisure travelers.
More 100 properties are already in the works per signed developer agreements, and construction on the first Hyatt Studios hotel is slated to kick off later this year. The new brand will be distinguished by a “developer-informed approach” that prioritizes scalable construction options and an efficient operating model designed for flexibility across primary, secondary, and tertiary markets.
“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,” says Jim Chu, chief growth officer for Hyatt. “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.”
“As with all brands in the Hyatt portfolio, Hyatt Studios hotels will appeal to the high-end guest within its segment,” adds Amy Weinberg, Hyatt senior vice president of loyalty, brand marketing, and consumer insights. “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 coziness 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.”
Accommodations at Hyatt Studios hotels will marry form and function across all configurations, including suites equipped with kitchens. Grab-and-go breakfast and a 24-hour market will be offered at each location as well.