Hyatt Introduces Select Service Lifestyle Brand, Caption by Hyatt

Hyatt has announced its 20th hotel brand, Caption by Hyatt, a new lifestyle brand within the select service category.

The brand aims to create community-inspired spaces that allow guests and locals to work, eat or socialize in a way that encourages “meaningful conversations and connections.”

Each hotel will be anchored by a distinctive food and beverage experience, developed in collaboration with Danny Meyer's Union Square Hospitality Group, which will be a mash-up between café, market, and bar.

Serving all-day drinks and sharable snacks, these common areas will offer flexible and multi-purpose spaces for lounging and small events, including a calendar of do-it-yourself and hosted events from trunk shows to local beer tastings.

Caption hotels will consist of up to 250 guestrooms. They will also be smaller, at 220-270 square feet, and be flexible enough to move things around.

Caption by Hyatt is expected to be a global growth driver domestically and internationally in dense urban markets, emerging neighborhoods and high-foot-traffic areas, said Jim Chu, global head of development for Hyatt. “We believe the brand is primed for strong growth, as it can flex and adapt to suit the needs of different locations and markets, and can offer a more sustainable approach to design and operations.”

Caption by Hyatt joins Hyatt's lifestyle brands, including Andaz and Hyatt Centric brands; and former Two Roads brands Alila, Joie de Vivre, Thompson, and Tommie.