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Hyatt Hotels Corporation announced its 27th brand today. Hyatt Studios will mark the company’s entry into upper-midscale lodging in the Americas (competitors like Comfort Inn, Hampton by Hilton, and Holiday Inn fall within this category). Hyatt plans to build 100 hotels this year with the first one opening in 2024.
The Hyatt Studios brand will join Hyatt Place, Hyatt House, and Caption by Hyatt in the select-service category. The brand is designed to accommodate both leisure and business guests for both quick and extended stays. Hyatt collaborated with developers on the design with a target segment in mind. Like other extended-stay brands, food-and-beverage options will include a complimentary breakfast as well as a 24-hour market. Guest rooms will have kitchens to provide guests the ability to cook in their rooms. (A rendering of a guest room is above.)
We are proud to launch the Hyatt Studios brand and bring the high-quality experience and level of care promised by the Hyatt brand to smaller markets and submarkets where we don’t have Hyatt hotels,” said Jim Chu, chief growth officer, Hyatt. “We identified a white space for Hyatt, creating a compelling opportunity to significantly accelerate our industry-leading net rooms growth, care for World of Hyatt members on more stay occasions and introduce World of Hyatt to new guests in a new segment which we expect will drive increased direct bookings for all properties across the Hyatt portfolio.”
The lobby looks modern, but kind of bland in this rendering.
Anthony’s Take: I’m not sure this brand is needed in the portfolio, but I’m always happy to see Hyatt expand its footprint. The renderings look rather blah and nondescript. I’m not a huge fan of Hyatt Place or Hyatt House hotels, but do stay in them when they’re the only option. Hyatt Studios seems to be a bit higher-end than those, so that is a plus.
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