A handful of recently launched brands centered on community, inclusivity, and flexibility are reinventing the hospitality and travel sectors.

Caption by Hyatt

A rendering of the colorful arrival lobby in the Caption by Hyatt Shanghai Zhongshan Park

With locations slated for Memphis, Shanghai, Osaka, Tokyo, and Saigon, Caption by Hyatt is a marriage of the select-service and lifestyle segments, with an emphasis on diversity, equity, and inclusion (DEI). The team, led by Kenneth Villamil, global vice president of product and brand development for Alila Hotels & Resorts, Andaz Hotels, Thompson Hotels, Hyatt Centric Hotels, and Caption by Hyatt; Crystal Vinisse Thomas, vice president and global brand leader for lifestyle and luxury brands; and Brian Contreras, director of standards and optimization, who is also the culinary lead for the brand, coined the term “conscious subscriber” to describe the ideal Caption by Hyatt guest. “There is a market for these folks who are mindful of the brands they are supporting and that align with their needs as they travel,” says Thomas.

To that end, Caption will source local products, hire local talent, and feature programming that reflects the community. The lifestyle part is highlighted in a partnership with Union Square Hospitality Group, which led to the development of F&B outpost Talk Shop, “the lively social space of the hotel,” says Contreras.

While all Caption by Hyatt locations will be self-activated from keyless entry to QR code menus, staff will also be available to help guests along the way. “Our research showed that guests, particularly in this segment, were comfortable with that. In fact, some of the anecdotal responses we received said, ‘If the lobby is popping enough, I’ll sit with my luggage before I even check into my room,’” Thomas says.

For the design, owners are given two distinct material palettes to make each property feel unique and anchored in its location. Though prototypical, the vibrant guestrooms also stand out, boasting a work-and-play seating area, private bathrooms, and bold artwork, graphics, and colors. “When guests walk in, we want them to smile,” says Villamil.

A foundational element of the brand’s philosophy is a focus on DEI, so hotels are not just “in” a place but “of” it. To further show its commitment to DEI, Hyatt also launched the Change Starts Here initiative to diversify the suppliers and business partners the company works with. “We’re all diverse in our backgrounds: I’m a Black woman, Kenneth is Puerto Rican, and Brian is Filipino American,” says Thomas. “We all have global experience. We’ve traveled everywhere, but we’re also conscious of where we hang out. We wanted to create [a brand] that reflects the world we live in today.”

Soleil Hotels & Resorts

A rendering of Soleil Kauai in Hawaii, set to open in 2023 with views of the Pacific Ocean

Catering to multigenerational travelers was the impetus behind Soleil Hotels & Resorts, the approachable luxury alternative to Timbers Company’s high-end Timbers Resorts. “We’ve found that people would rather take a great vacation with their family than buy another car, which has only been amplified since COVID-19,” says Timbers Resorts CEO Greg Spencer. With the first property set to open in Kauai, Hawaii in 2023, the 72 condominium-style residences “will have all the attributes that make Timbers Resorts attractive to people,” says Spencer, but at an affordable price point. Residing within 450 acres of Hōkūala with views of the Pacific Ocean and the Ha’upu mountain range, Soleil’s design by Hilton Head, South Carolina-based J. Banks Design Group will be resplendent in the colors and textures of Kauai (think wood and plentiful greenery), with spaces that blur the line between indoor and out. “We like to have fun at what we’re doing,” Spencer points out, “because it’s what we’re passionate about.”

The Julius

The Julius Prague resides in a reimagined Art Deco building

Spanning six generations, Julius Meinl—the Austrian family-run manufacturer and retailer of coffee and gourmet foods—continues to evolve its legacy, most recently with the four-years-in-the-making extended-stay brand the Julius. “Hospitality is a natural extension of our brand and our values,” says cofounder Julius Meinl VI, who admits that the “learning curve [of entering a new segment] was rather enormous.” Working with Milan-based Matteo Thun & Partners on the first property in Prague, which opens this summer, the brand draws on the family’s 160-year-old history. Embodying timeless European luxury via spacious communal areas, coworking spaces, onsite F&B options, and 168 residential-style apartments with living rooms, kitchens, and separate guestrooms, the interiors feature Thun’s signature warm, minimalist palette. Designed for both short- and longterm stays in prime European cities (Budapest, Krakow, Bucharest, and Milan are on Meinl’s list), the Julius is grounded in the idea of accessible luxury. “We are offering our customers a high-quality hospitality experience that is really a luxurious home away from home,” he says.

Leven

Exposed red brick walls wrap the lobby at the Leven Manchester

Combining coworking, energetic public spaces, and residentially inspired rooms, the first location of Leven in Manchester, England invites guests into a landmark early-20th-century red brick warehouse in the heart of the Village neighborhood. The brand from Wellbrook Hospitality “supports a way of being that more people aspire to—living a more considered and considerate life on our own terms,” says Hoxton alum Timothy Griffin, who is now principal of Wellbrook Hospitality and cofounder of Leven Hotels. The 42 rooms vary in size, ranging from one-bedroom suites to two-bedroom duplex penthouse suites, with kitchen areas available for longterm-stay guests. Leven is also bolstered by warm and relaxing interiors. Calming paint colors, greenery, and tactile materials like natural wood and stone complement the industrial warehouse while also calling to mind the brand’s ethos of living life to the fullest. “The world of hotels is rife with rules and restrictions put in place by legacy hoteliers for legacy hoteliers,” says Griffin. “We wanted Leven to be a place designed around the needs of the guests—a place that plays a role in helping them live their best lives.”

Study Hotels

A rendering of a public area at the Study at University of Chicago, a collaboration between the in-house team and 15 Moreland Design Studio

College towns have long been a desirable location for developers, but most are still without a high-end hotel product. Enter Study Hotels, founded by Paul McGowan, who cut his teeth launching brands like W Hotels. First up in 2008 was the 124-room Study at Yale in New Haven, Connecticut, where a 1961-built hotel was ripe for a remodel. “Looking at New Haven as a market compared to the quality of Yale University, there was a big gap between what was being offered and what the needs were at the time,” he says. Working with Toronto-based firms KPMB and Jill Greaves Design, guestrooms feature leather chairs and ottomans that nod to academia, while cultural programming taps into the richness and culture of these university towns.

The Study at University City in Philadelphia, between the University of Pennsylvania and Drexel University, followed in 2017, with architecture from local firm DIGSAU. The almost 10-year gap allowed McGowan and his team to be thoughtful about building the brand. “We didn’t consider this to be an arms race,” he says. “We weren’t looking to go out and launch 20 hotels.” Rounding out the portfolio is the Study at University of Chicago, which opened earlier this year and features a design by the in-house design team and New York firm 15 Moreland Design Studio. The Study at Johns Hopkins in Baltimore, also a collaboration with 15 Moreland, is expected to come online later in 2022.

“When people get their acceptance letter at Yale, the first thing they do is call the Study [to book a room] and develop their four-year relationship [with us],” McGowan says. “We’re allowing people to be immersed in the college experience at a level that they may not have if we didn’t show up in that location.”

This article originally appeared in HD’s April 2022 issue.