Hyatt Hotels Corp. is launching Hyatt Studios as its 28th brand and its entry into upper-midscale lodging in the Americas. The company has received signed letters of interest in development agreements from multiple developers for more than 100 hotels, with construction expected to begin in 2023 with the first hotel opening in 2024.
“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,” Jim Chu, chief growth officer at Hyatt, said in a statement. “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.”
Speaking to Hotel Management, Chu said the creation of the brand was rooted in feedback from developers, owners and operators to “create an upper-midscale brand that can be flexible for primary, secondary and tertiary markets.” Hyatt Studios, he added, is “designed to drive high-quality revenue through a unique, modern and extended-stay concept that we believe will appeal to the high-end guest in this segment.”
The Hyatt Studios brand will join the Hyatt Place, Hyatt House and Caption by Hyatt brands in the select-service category. The brand is designed to accommodate both extended-stay and shorter-stay leisure and business transient guests depending on the hotel’s market and target guest base. Food-and-beverage options will include a complimentary grab-and-go breakfast and a 24-hour market. Guestrooms will have a kitchen with a multifunction convection microwave.
“As with all brands in the Hyatt portfolio, Hyatt Studios hotels will appeal to the high-end guest within its segment,” said Amy Weinberg, senior vice president, loyalty, brand marketing & consumer insights. “Amidst a sea of interchangeable extended-stay competitors, Hyatt Studios hotels will transcend dated notions of value-driven compromise by inviting guests to enjoy both the coziness of a studio apartment and the positive energy of being in a creative studio, all with the quality and contemporary style that is characteristic of Hyatt.”
Hyatt Studios will be led by Dan Hansen, who has served as strategic advisor throughout the brand’s conception.