Hyatt introduces lifestyle division

With the addition of five established lifestyle brands—Alila, Destination, Joie de Vivre, Thompson and tommie—Hyatt has expanded its brand presence into 23 new markets.
The Alila Yangshuo in Guilin, China, joined Hyatt as part of last year's Two Roads Hospitality deal. Photo credit: Hyatt Hotels Corporation

Following the acquisition of Two Roads Hospitality last fall, Hyatt Hotels Corporation has debuted a new, dedicated lifestyle division combining some of its and the former company’s brands, including Andaz, Alila, Hyatt Centric, Joie de Vivre Hotels, Thompson Hotels and tommie. Frederic Flageat-Simon, Two Roads Hospitality Asia’s former CEO, will act as global head of lifestyle operations.

“With the introduction of a dedicated lifestyle division, we’re able to dive deeper into our guests’ preferences and further carve out Hyatt’s role in this important segment," Mark Vondrasek, Hyatt’s chief commercial officer, said in a statement. “We will leverage Heather’s global full-service brand expertise with Two Roads’ brand strength and successes in the lifestyle sector while leaning in on the broader benefits of Hyatt like our World of Hyatt loyalty program to provide our guests with more choices for each unique stay experience.”

Flageat-Simon, who will report to Hyatt’s Americas Group president, Pete Sears, will oversee the continued integration of the Two Roads brands into the company’s portfolio. He will work closely with Heather Geisler, VP of global brands, and the global commercial services organization on key commercial brand functions, including digital strategy, loyalty, sales and well-being.

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