Hyatt Hotels Corporation has announced plans to introduce a new dedicated lifestyle division to unify Hyatt and the many lifestyle brands under the Two Roads Hospitality banner.
Acquired by Hyatt in fall 2018, Two Roads comprises Andaz, Alila, Joie de Vivre Hotels, Thompson Hotels, and tommie. Frederic Flageat-Simon, the former CEO of Two Roads Hospitality Asia, has been tapped to work in partnership with the Global Commercial Services organization to develop the new lifestyle division, serving as its global operations strategy. Heather Geisler will also lend her expertise as the vice president of global brands for the new lifestyle division.
“With the introduction of a dedicated lifestyle division, we’re able to dive deeper into our guests’ preferences and further carve out Hyatt’s role in this important segment,” says Hyatt chief creative officer Mark Vondrasek. “We will leverage Heather’s global full-service brand expertise with Two Roads’ brand strength and successes in the lifestyle sector, while leaning in on the broader benefits of Hyatt—like our World of Hyatt loyalty program—to provide our guests with more choices for each unique stay experience.”
“A seasoned leader with hospitality experience that spans the globe, Frederic has fused passion, creativity, and innovation together throughout his career,” adds Pete Sears, Hyatt’s Americas Group president. “Responsible for operating Hyatt’s lifestyle brands, taking them to an even greater level of success, and driving a pipeline that will benefit both guests and owners, Frederic is an exceptional appointment for the organization. He will continue to cultivate our vision of providing best-in-class offerings for guests at our lifestyle hotels throughout the world.”
