Hyatt Announces New Upper-Midscale Brand Hyatt Select

Hyatt has just announced the creation of a new upper-midscale brand in its Essentials portfolio: Hyatt Select. 

Though there’s no word on specific properties yet, the brand will be focused on conversions in the Americas before expanding globally. Hyatt Select will be the shorter-stay counterpart to Hyatt Studios, an extended stay brand that just opened its first hotel, Hyatt Studios Mobile / Tillmans Corner in Mobile, Alabama, on Feb. 18. 

“For Hyatt, launching a new brand is never just about adding to our portfolio—it’s about strengthening our network in a way that benefits both owners and guests,” said Chief Growth Officer Jim Chu. “Hyatt Select hotels will meet a specific need in the market by offering a cost-effective, conversion-friendly option for owners, while delivering an experience for guests who want reliability, comfort, and thoughtful design in the upper-midscale segment.”   

Hyatt Select will blend “efficiency with comfort,” offering complimentary breakfast, a 24/7 grab-and-go market, and comfortable yet functional guestrooms with free high-speed Wi-Fi and workspaces. The brand will be both leisure and business travel friendly. 

Meanwhile, Hyatt Studios offers the same for longer stays and has more than 50 properties in the pipeline, 22 of them in new locations for Hyatt. Both brands will focus on secondary and tertiary markets where Hyatt currently has a limited presence.