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Hyatt announced today that it is adding yet another brand to its ever-growing portfolio of hotels. Hyatt Select is described as “Hyatt’s First Conversion-Friendly Transient Brand in the Upper-Midscale Segment in the Americas.” The new brand offers owners lots of flexibility and says to me that there will be lots of inconsistency here.
Hyatt Select, Hyatt’s 28th brand, will complement the last brand that Hyatt introduced, Hyatt Studios. This is Hyatt’s latest extended-stay brand and the first property, Hyatt Studios Mobile/Tillmans Corner, opened on February 18th.
The Hyatt Select brand will join the Essentials portfolio with Hyatt’s established select-service brands. These hotels will focus on travelers seeking shorter stays for business or leisure in secondary and tertiary markets where Hyatt has limited hotels currently. The brand provides a conversion-friendly option for owners looking to leverage Hyatt’s powerful distribution network and World of Hyatt® loyalty program.
The newest brand will offer:
- Complimentary breakfast for all guests
- A self-serve grab-and-go, 24/7 market
- Modern, comfortable guestrooms with free high-speed Wi-Fi and in-room workspaces
Jim Chu, Chief Growth Officer at Hyatt, said:
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. 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. We’ve seen strong interest from owners both within and outside of our network who are looking for flexible conversion opportunities with access to Hyatt’s powerful commercial engine and distribution platform. The Hyatt Select brand will allow us to meet these distinct needs of owners and expand our brand presence for guests looking for a short stay option in secondary and tertiary markets.”
Hyatt Studios will capture the demand for extended-stay accommodations and Hyatt Select will serve travelers looking for shorter stays. Hyatt will grow its presence in the upper-midscale segment through both of these brands.
Anthony’s Take: I’m not sure why Hyatt needs more brands, but I am always happy to see the portfolio grow. World of Hyatt® is my favorite hotel loyalty program and I am treated well as a Globalist. Hyatt has ambitious plans here and I’m sure I’ll end up in one of these hotels someday.
(Image Credits: Hyatt.)
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Advertiser & Editorial Disclosure: The Bulkhead Seat earns an affiliate commission for anyone approved through the links above This compensation may impact how and where links appear on this site. We work to provide the best publicly available offers to our readers. We frequently update them, but this site does not include all available offers. Opinions, reviews, analyses & recommendations are the author’s alone, and have not been reviewed, endorsed, or approved by any of these entities.
