Hyatt launches lifestyle brand Hyatt Centric

Hyatt Hotels is throwing its hat into the lifestyle arena with the launch of a brand new chain, Hyatt Centric. This will be the sixth new hotel brand launched by Hyatt since 2006.

Centric properties will be full-service lifestyle hotels, and Crain's Chicago Business reported that Hyatt will open 15 new Centric hotels this summer in cities including New York, Paris, Atlanta, Miami and Chicago. Each Centric hotel will have its own design, but will share common themes.

Hyatt is looking to Centric to create a link between the brand and Millennial travelers, a group that Mark Hoplamazian, president and CEO of Hyatt, has not yet realized their purchasing power, according to USA Today.

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"The modern explorers are truly a savvy, curious group," Kristine Rose, VP of brands at Hyatt told USA Today. "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."

The hotel industry's current infatuation with lifestyle brands has been well documented since last year, as brands began to target the next generation of travelers by latching on to local experiences and bespoke designs. IHG recently acquired boutique giant Kimpton Hotels & Restaurants for $430 million, securing itself a seat at the lifestyle table, and last year Hilton stepped into the space with its new Canopy brand.

Red Lion also made their way into the segment with Hotel RL, and Best Western's announced Vib as their next big launch. The lifestyle segment is not going to be a lonely one.