Hyatt unveils new lifestyle brand

Hyatt has made another move into the lifestyle hotel sector with a new brand: Hyatt Centric.

Fifteen of its open and previously announced hotels will debut under the brand this summer in cities including New York, Paris, Atlanta, Chicago and Miami.

It will be aimed at multi-generational groups of travellers Hyatt has named ‘Modern Explorers’ that ‘view their hotel as more than a place to stay’.

As a result each hotel will act as a ‘launchpad’ to the nearby community through food, drink and interior design, with a no-fuss but efficient service. Guests will be able to connect devices in rooms but also speak to staff about what is nearby.

“From listening to our guests, we learned there was an opportunity to better meet the needs of a large group of travellers that we call Modern Explorers. These travellers are looking for a cosmopolitan vibe in the centre 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,” said Mark Hoplamazian, president and chief executive officer, Hyatt.

Kristine Rose, vice president of brands, Hyatt added: “We believe Hyatt Centric hotels will deliver on our guests’ desire for experiential travel while inspiring them to go out and explore. 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 is the hotel group’s sixth brand launched since 2006.

sourced:traveldailymedia.com