Hyatt Launches New Lifestyle Brand

Photo by Taylor Miles via flickr

Hyatt Hotels Corporation is launching a new lifestyle brand, Hyatt Centric.

Hyatt's sixth new brand since 2006, Hyatt Centric aims to compete in the lifestyle space by focusing on locations in active destination centers. More thann 15 Hyatt Centric properties, consisting of open and previously announced hotels, will debut this summer in popular cities that include New York, Paris, Atlanta, Chicago and Miami

“From listening to our guests, we learned there was an opportunity to better meet the needs of a large group of travelers that we call Modern Explorers. These travelers are looking for a cosmopolitan vibe in the center 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.

"Modern Explorers" is Hyatt's term for a multigenerational group of travelers who view their hotel as the hub of their destination experience. Hyatt Centric hotels will be located in active areas of major destinations and will have amenities that focus on simple, fast service. For example, room service will be offered as a "knock 'n drop" service, which Hyatt says will allow guests to enjoy food in their rooms without formal delivery. Additionally, while each hotel will be custom designed to its market, the Hyatt Centric brand will have certain common elements, including spaces like The Corner, where guests can work, socialize and browse a collection of local books and magazines, and a bar and restaurant area that will serve locally-inspired food and cocktails. 

Additionally, the hotels will offer in-room technology designed to connect with guest devices and media, as well as staff trained in knowledge of the local destination.