Hyatt Hotels Corporation has introduced Hyatt Centric, a new full-service lifestyle brand designed for business and leisure travelers. The launch marks the sixth brand Hyatt has introduced since 2006.
The Hyatt Centric name was inspired by the brand’s mission to put its guests at the center of the action in the best destinations. More than 15 Hyatt Centric locations, comprising open and previously announced hotels, will debut this summer in the heart of some of the world’s most popular cities—including New York, Paris, Atlanta, Chicago, and Miami.
“From listening to our guests, we learned there was an opportunity to better meet the needs of a large group of travelers that we call Modern Explorers,” says Hyatt’s president and CEO Mark Hoplamazian. These travelers are looking for a cosmopolitan vibe in the center of the action, so we worked to test various elements in real time, in real hotels over the past two years. Hyatt Centric is the culmination of that work.”
“We believe Hyatt Centric hotels will deliver on our guests’ desire for experiential travel while inspiring them to go out and explore,” says Kristine Rose, vice president of brands for Hyatt. From the eclectic and fun hotel design to colleagues who are explorers themselves, the Hyatt Centric brand will be the perfect launching pad for our guests to start their experience, whether for business or pleasure, within the destination.”
Hyatt Centric experience will focus on three core elements:
An authentic entryway to the destination. Each hotel will offer a unique and modern take on its location. The artwork, furniture, and F&B will tell a story, allowing guests tos get an authentic feel for the location.
A focus on simplicity. Hyatt Centric hotels will provide a simple, welcoming environment that delivers the essentials in a streamlined way. While each hotel will be custom designed to its market, the brand will be characterized by common elements, including spaces like the Corner, where guests can work, socialize, and peruse a curated collection of local books and magazines, and a bar and restaurant area that will deliver locally inspired food and signature cocktails.
A human touch in a digital world. Hyatt Centric hotels will offer a balance of advanced digital capabilities combined with a human touch. While guests can enjoy the in-room technologies designed to connect seamlessly with their devices and media, staff will be on hand to aid guests in their discovery of the destination.
