Hyatt Hotels Corporation announced the launch of a new, standalone, brand under its portfolio with the introduction of Hyatt Select.
According to the company, Hyatt Select will be a new upper-midscale transient brand (whatever that means). This is meant to be a conversion brand for Hyatt, meaning brand standards are broader to allow hotel owners and operators the ability to easily change to the new brand. This is the second new offering in the “upper-midscale” market, joining the extended stay Hyatt Studio brand announced last year.
Hyatt Studio properties will be select service brands and I’d compare it to a Courtyard by Marriott or a Hampton Inn by Hilton. The company plans to use this brand to penetrate markets where they have little to no brand presence, hence the focus on conversion properties.
According to Hyatt, guests at Hyatt Select properties can expect the following:
- Complimentary Breakfast: A thoughtfully curated selection of hot and cold breakfast offerings requiring limited equipment, ensuring efficiency without sacrificing quality.
- 24/7 Market: A self-serve grab-and-go concept operated by a third-party provider, featuring a variety of food and snack options, as well as beer and wine.
- Modern, Comfortable Guestrooms: Guestrooms are thoughtfully designed to provide comfort and functionality, ensuring an experience that meets the needs of modern travelers, including free high-speed internet and workspaces for productivity.
One of my biggest complaints about Hyatt, and a major reason I focus on Marriott Bonvoy elite status, is their lack of hotels in smaller and midsize cities. Jim Chu, Chief Growth Officer at Hyatt, had this to say about the launch of the new brand:
“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.”
While this may be a good way to expand market share, the launch of this new, standalone brand is the latest in a long list of complicated hotel branding moves. The big three hotel brands, Hilton, Hyatt, and Marriott, have anywhere from 20-30+ brands under their portfolio. One has to imagine that this complexity can be confusing for travelers and make it difficult for the individual brands to differentiate themselves.
Summary
Hyatt Hotels Corporation has announced the creation of a new, standalone, brand called Hyatt Select. This is meant to be a conversion brand for the company, allowing them to penetrate markets where they don’t otherwise have a presence. However, I can’t be the only one that feels like the introductions of all of these new brands are getting out of hand.
(Image courtesy Hyatt Hotels Corporation)