Hyatt joins lifestyle hotel push with new brand

Hyatt Hotels has launched Hyatt Centric, a new full service lifestyle brand, with 15 properties to launch this summer, comprising both open and previously announced hotels.

Locations for the brand rollout include New York, Paris, Atlanta, Chicago and Miami, with nothing confirmed for the Middle East/ Africa region yet.

Hyatt Hotels president and CEO, Mark Hoplamazian commented: “From listening to our guests, we learned there was an opportunity to better meet the needs of a large group of travellers that we call Modern Explorers.

“These travellers are looking for a cosmopolitan vibe in the centre 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."

The Hyatt Centric launch marks the sixth brand Hyatt has introduced since 2006 and is inspired by the brand’s mission “of putting its guests at the centre of the action in the best destinations”.

The ‘Modern Explorers’ the brand is targeting is, according to Hyatt, "a multigenerational group comprised of travellers who view their hotel as more than a place to stay".

Hyatt Centric promises to connect guests to the experiences offered by the destination and will focus on four elements: An authentic entryway to the destination; a focus on simplicity, thoughtfully crafted, and a human touch in a digital world, which offers a balance between digital experiences and quality human service.

“There’s no substitute for a live conversation with someone who can tell you first-hand about that interesting café you found on your smartphone,” said Hyatt Hotels vice president Kristine Rose.

“Modern Explorers are truly a savvy, curious group. Their expectations are simple, but their standards are high and they want their experience to be intuitive and smart. They want options and all the must-haves from a full service hotel but without any fuss or complications.

“We believe Hyatt Centric hotels will deliver on our guests’ desire for experiential travel while inspiring them to go out and explore. From the eclectic and fun hotel design to colleagues who are explorers themselves, the Hyatt Centric brand will be the perfect launching pad for our guests to start their experience, whether for business or pleasure, within the destination.”

Hyatt Hotels Corporation is headquartered in Chicago and, as of September 30, 2014, its worldwide portfolio consisted of 573 properties in 48 countries.

The company joins the likes of Hilton Worldwide, Marriott International and Jumeirah Group in launching a lifestyle brand or making a push in the segment.