Hyatt on Tuesday announced plans to add a completely new brand to its portfolio, Hyatt Studios, a longer-stay brand.
Hyatt Studios marks the company’s entrance into the upper-midscale lodging segment in the Americas. Plans call for 100 Hyatt Studios hotels to be built starting in 2023 and the first location opening in 2024.
Hyatt chief growth officer Jim Chu said that the expansion is targeted at a white space for Hyatt, complimenting what already exists in the company’s portfolio. Hyatt said it is targeting an “upper-midscale” traveler.
The brand, which joins Hyatt Place, Hyatt House, and Caption by Hyatt brands in the select service category, will be led by Dan Hansen, who served as a strategic advisor as Hyatt was building the brand.
The properties will feature guestrooms that include sites and kitchen amenities, which target those extended-stay travelers, along with complimentary grab-and-go breakfast each morning. Each property will be able to be flexible based on developer needs and the hotel’s local market and guest base, Hyatt said.
The first group of locations are expected to serve smaller markets and submarkets where there aren’t yet Hyatt hotels.
“As with all brands in the Hyatt portfolio, Hyatt Studios hotels will appeal to the high-end guest within its segment,” said Amy Weinberg, senior vice president, brand, loyalty & data.
“Amidst a sea of interchangeable extended-stay competitors, Hyatt Studios hotels will transcend dated notions of value-driven compromise by inviting guests to enjoy both the coziness of a studio apartment and the positive energy of being in a creative studio, all with the quality and contemporary style that is characteristic of Hyatt.”