Hyatt Will Launch New Brand in 2024
Hyatt Hotels made a surprising announcement today, revealing plans for a addition to Hyatt’s portfolio of brands. The new brand is called Hyatt Studios, and the company says it marks its entry into upper-midscale lodging in the Americas.
The announcement is supported by signed letters of interest in development agreements from multiple developers for more than 100 Hyatt Studios hotels, with construction expected to begin in 2023 and the first hotel expected to open in 2024.
Hyatt says there’s immediate interest from the development community in the Hyatt Studios brand. The hotel chain says it is prioritizing scalable construction options and an efficient operating model designed to adapt to local market needs across primary, secondary and tertiary markets alike.
The brand is designed to be flexible based on developer needs, accommodating both extended-stay and shorter length-of-stay leisure and business transient guests depending on the hotel’s market and guest base.
“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,” said Jim Chu, chief growth officer, 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.”
Hyatt says in the press release that the new “Hyatt Studios brand will join the Hyatt Place, Hyatt House and Caption by Hyatt brands in the select service category, offering Hyatt’s signature guest experience with self-serve amenities and in-room offerings”.
Rooms at Hyatt Studios “will marry form with function and offer suites with kitchen amenities to provide comfort during extended trips away from home”. The Hyatt Studios food and beverage experience will include a complimentary grab-and-go breakfast and a 24-hour market with a wide variety of options to satisfy extended-stay guests. It will include health-conscious snacks, ready-made meals, sweet and more.
The new brand also adds more options for those chasing Brand Explorer awards. You will soon have a total of 27 brands to choose from, which can get you up to 5 free nights.
Let us know what you make of this news! Do you see yourself staying at a Hyatt Studios property?
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That photo looks exactly like a Marriott townplace suites room I stayed in. I guess there’s only so much variety you can have in designing a hotel room.
If it gets us more Cat 1 and 2 properties, I am all for it!