Hyatt Select Announced as Hyatt’s First Conversion-Friendly Transient Brand in the Upper-Midscale Segment in the Americas
Hyatt Hotels (NYSE: H) has announced the launch of Hyatt Select, a new upper-midscale transient brand in the Americas. This brand complements the recently opened Hyatt Studios, their extended-stay offering which debuted in Mobile, Alabama on February 18.
Hyatt Select will focus on shorter stays in secondary and tertiary markets, offering a conversion-friendly option for property owners. The brand features flexible prototypes ranging from 70-200 keys, a lean operating model, and access to Hyatt's distribution network. Guest amenities include complimentary breakfast, a 24/7 market, and modern guestrooms with free high-speed internet.
The launch strengthens Hyatt's position in the upper-midscale segment, with Hyatt Studios already showing strong growth with over 50 executed deals, including 22 in new markets. Both brands are part of Hyatt's Essentials portfolio, designed to deliver efficient, streamlined experiences while maintaining essential service quality.
Hyatt Hotels (NYSE: H) ha annunciato il lancio di Hyatt Select, un nuovo marchio upper-midscale per soggiorni transitori nelle Americhe. Questo marchio si aggiunge al recentemente inaugurato Hyatt Studios, la loro offerta di soggiorni prolungati che ha debuttato a Mobile, Alabama, il 18 febbraio.
Hyatt Select si concentrerà su soggiorni più brevi in mercati secondari e terziari, offrendo un'opzione vantaggiosa per i proprietari di immobili. Il marchio presenta prototipi flessibili che vanno da 70 a 200 chiavi, un modello operativo snello e accesso alla rete di distribuzione di Hyatt. I servizi per gli ospiti includono colazione gratuita, un mercato aperto 24/7 e camere moderne con internet ad alta velocità gratuito.
Il lancio rafforza la posizione di Hyatt nel segmento upper-midscale, con Hyatt Studios che già mostra una forte crescita con oltre 50 accordi eseguiti, inclusi 22 in nuovi mercati. Entrambi i marchi fanno parte del portafoglio Essentials di Hyatt, progettato per offrire esperienze efficienti e semplificate mantenendo un'alta qualità del servizio essenziale.
Hyatt Hotels (NYSE: H) ha anunciado el lanzamiento de Hyatt Select, una nueva marca de gama media superior para estancias transitorias en las Américas. Esta marca complementa el recientemente inaugurado Hyatt Studios, su oferta de estancias prolongadas que debutó en Mobile, Alabama, el 18 de febrero.
Hyatt Select se centrará en estancias más cortas en mercados secundarios y terciarios, ofreciendo una opción favorable para los propietarios de propiedades. La marca presenta prototipos flexibles que van de 70 a 200 llaves, un modelo operativo ágil y acceso a la red de distribución de Hyatt. Las comodidades para los huéspedes incluyen desayuno gratuito, un mercado abierto las 24 horas y habitaciones modernas con internet de alta velocidad gratuito.
El lanzamiento refuerza la posición de Hyatt en el segmento de gama media superior, con Hyatt Studios ya mostrando un fuerte crecimiento con más de 50 acuerdos ejecutados, incluidos 22 en nuevos mercados. Ambas marcas son parte del portafolio Essentials de Hyatt, diseñado para ofrecer experiencias eficientes y simplificadas manteniendo la calidad esencial del servicio.
하얏트 호텔 (NYSE: H)는 아메리카에서 새로운 중급 브랜드인 하얏트 셀렉트의 출범을 발표했습니다. 이 브랜드는 최근 앨라배마주 모바일에서 2월 18일에 개장한 장기 체류 옵션인 하얏트 스튜디오를 보완합니다.
하얏트 셀렉트는 2차 및 3차 시장에서 짧은 체류에 중점을 두며, 부동산 소유자에게 전환이 용이한 옵션을 제공합니다. 이 브랜드는 70-200개의 객실을 갖춘 유연한 프로토타입, 간소화된 운영 모델, 하얏트의 유통 네트워크에 대한 접근을 특징으로 합니다. 고객 편의 시설로는 무료 아침 식사, 24시간 운영되는 마켓, 고속 인터넷이 무료인 현대적인 객실이 포함됩니다.
이번 출범은 하얏트의 중급 시장에서의 입지를 강화하며, 하얏트 스튜디오는 이미 50개 이상의 계약이 체결되어 있으며, 그 중 22개는 새로운 시장에서 이루어졌습니다. 두 브랜드 모두 하얏트의 Essentials 포트폴리오의 일부로, 필수 서비스 품질을 유지하면서 효율적이고 간소화된 경험을 제공하도록 설계되었습니다.
Hyatt Hotels (NYSE: H) a annoncé le lancement de Hyatt Select, une nouvelle marque de milieu de gamme supérieure pour les séjours temporaires en Amérique. Cette marque complète le Hyatt Studios récemment ouvert, leur offre de séjours prolongés qui a été lancée à Mobile, Alabama, le 18 février.
Hyatt Select se concentrera sur des séjours plus courts dans des marchés secondaires et tertiaires, offrant une option favorable pour les propriétaires d'immeubles. La marque propose des prototypes flexibles allant de 70 à 200 clés, un modèle opérationnel allégé et un accès au réseau de distribution de Hyatt. Les commodités pour les clients comprennent un petit-déjeuner gratuit, un marché ouvert 24h/24 et des chambres modernes avec Internet haut débit gratuit.
Ce lancement renforce la position de Hyatt dans le segment de milieu de gamme supérieure, avec Hyatt Studios montrant déjà une forte croissance avec plus de 50 accords exécutés, dont 22 sur de nouveaux marchés. Les deux marques font partie du portefeuille Essentials de Hyatt, conçu pour offrir des expériences efficaces et simplifiées tout en maintenant la qualité essentielle du service.
Hyatt Hotels (NYSE: H) hat die Einführung von Hyatt Select angekündigt, einer neuen oberen Mittelklasse-Marke für vorübergehende Aufenthalte in den Amerikas. Diese Marke ergänzt das kürzlich eröffnete Hyatt Studios, das am 18. Februar in Mobile, Alabama, debütierte und ein Angebot für längere Aufenthalte darstellt.
Hyatt Select wird sich auf kürzere Aufenthalte in sekundären und tertiären Märkten konzentrieren und bietet eine umwandlungsfreundliche Option für Immobilienbesitzer. Die Marke bietet flexible Prototypen mit 70 bis 200 Zimmern, ein schlankes Betriebsmodell und Zugang zum Vertriebsnetz von Hyatt. Zu den Annehmlichkeiten für die Gäste gehören ein kostenloses Frühstück, ein 24/7-Markt und moderne Gästezimmer mit kostenlosem Highspeed-Internet.
Der Launch stärkt die Position von Hyatt im oberen Mittelklasse-Segment, wobei Hyatt Studios bereits ein starkes Wachstum mit über 50 abgeschlossenen Verträgen zeigt, darunter 22 in neuen Märkten. Beide Marken sind Teil des Essentials-Portfolios von Hyatt, das darauf ausgelegt ist, effiziente und vereinfachte Erfahrungen zu bieten, während die essentielle Servicequalität beibehalten wird.
- Launch of new revenue-generating brand in growing upper-midscale segment
- Strong pipeline with 50+ executed deals for Hyatt Studios
- Cost-effective operating model with reduced labor costs
- Expansion into 22 new markets through Hyatt Studios
- to Americas region initially, restricting global growth potential
Insights
Hyatt's Strategic Expansion into Upper-Midscale Segment Targets Growth in Untapped Markets
Hyatt's announcement of Hyatt Select represents a significant strategic pivot for a company historically focused on upscale and luxury segments. By launching this conversion-friendly transient brand alongside the recently opened Hyatt Studios extended-stay concept, Hyatt is executing a calculated move to penetrate the highly competitive but lucrative upper-midscale segment – estimated at over $20 billion in annual revenue in North America alone.
This dual-brand strategy addresses a critical gap in Hyatt's portfolio. While competitors like Marriott (Fairfield), Hilton (Hampton), and IHG (Holiday Inn Express) have long dominated the upper-midscale category, Hyatt has remained underrepresented. This expansion significantly broadens Hyatt's addressable market, particularly in secondary and tertiary locations where the company currently has minimal presence.
The timing is strategically opportune. Post-pandemic travel patterns show increased demand for drive-to destinations and value-oriented accommodations. Additionally, the current lending environment has slowed new hotel construction, making conversions particularly attractive – Hyatt Select's conversion-friendly model positions it to capitalize on the estimated 15,000-20,000 independent hotels in North America potentially seeking brand affiliation.
For investors, this represents a meaningful acceleration of Hyatt's asset-light growth strategy. The company can expand its footprint and fee-based revenue streams without significant capital investment. The pipeline of over 50 executed deals for Hyatt Studios in just one year demonstrates strong owner interest, suggesting potential for rapid scaling of both brands.
The World of Hyatt loyalty program stands to benefit substantially. By filling geographic gaps and price-point options, Hyatt addresses a key competitive disadvantage against larger loyalty programs. This could reduce member leakage to competitors when traveling to markets or seeking price points where Hyatt previously had no presence.
While execution risks exist – particularly potential brand dilution and operational consistency challenges inherent in conversion properties – the strategic rationale is compelling. This expansion represents Hyatt's most significant move yet to balance its portfolio across price segments while maintaining its asset-light transformation.
New brand complements upper-midscale extended-stay brand Hyatt Studios, which recently celebrated its first opening in
As part of Hyatt’s evolution to a more brand-focused company with five distinct brand portfolios catering to the unique needs of each guest, the Hyatt Select brand joins the Essentials portfolio alongside Hyatt’s established select-service brands. The Essentials portfolio delivers exactly what guests need and enables them to make the most of their stay and be their best wherever their travels take them. Hyatt Select hotels will focus on offering an efficient, streamlined guest experience without compromising the essentials. The brand expands Hyatt’s ability to care for travelers seeking shorter stays for business or leisure in secondary and tertiary markets where Hyatt has limited hotels to date. The brand also provides a conversion-friendly option for owners looking to leverage Hyatt’s powerful distribution network, commercial engine, and the award-winning World of Hyatt loyalty program.
“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,” said Jim Chu, Chief Growth Officer, Hyatt. “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.”
A Flexible Model for Owners and Efficient Stay for Guests
The Hyatt Select brand was created with a focus on helping owners maximize their returns while delivering an efficient guest experience. Designed to be flexible for both new-build and conversion environments, the brand offers an opportunity for owners to optimize existing assets while minimizing upfront capital investments. The brand will be focused on the
For owners, the Hyatt Select brand provides:
- Flexible Prototype: Properties can range from 70-200 keys, offering adaptability across diverse markets.
- Lean Operating Model: Designed for transient travelers, with efficient staffing models to reduce labor costs while maintaining service quality.
- Hyatt’s Global Distribution: Owners can benefit from Hyatt’s commercial engine, including its world-class reservation system, revenue management tools, centralized commercial services, and the award-winning World of Hyatt loyalty program, all with a focus on driving demand and maximizing performance.
For travelers, Hyatt Select hotels will balance efficiency with comfort, offering the essentials designed for functionality and convenience:
- 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.
By combining streamlined operations with thoughtful, modern guest offerings, Hyatt Select hotels will deliver a practical solution for both owners and travelers, further elevating Hyatt’s position in the upper-midscale segment.
“We’ve seen strong interest from owners both within and outside of our network who are looking for flexible conversion opportunities with access to Hyatt’s powerful commercial engine and distribution platform,” continued Chu. “The Hyatt Select brand will allow us to meet these distinct needs of owners and expand our brand presence for guests looking for a short stay option in secondary and tertiary markets.”
First Hyatt Studios Now Open in
Coinciding with the Hyatt Select announcement, Hyatt is also celebrating the opening of the first Hyatt Studios location – Hyatt Studios Mobile / Tillmans Corner, developed by the team at 3H Group and led by CEO Hiren Desai. Hyatt Studios, Hyatt’s upper-midscale extended-stay brand, has seen remarkable growth since its launch in 2023, with a pipeline of over 50 executed deals, including 22 in new markets for Hyatt.
“Seeing Hyatt Studios come to life with the opening of the brand’s first property is an exciting milestone—not just for Hyatt, but for our owners and developers who have been integral in the creation of this brand,” said Dan Hansen, Head of Americas Development, Hyatt. “From the beginning, Hyatt Studios was designed with owners in mind, and the strong momentum we’ve seen is a testament to the demand for a flexible, extended-stay product backed by Hyatt’s world-class support.”
With Hyatt Studios capturing demand for extended-stay accommodations and Hyatt Select catering to transient travelers, Hyatt is well positioned to grow its presence in the upper-midscale segment. Both brands expand Hyatt’s reach into key new markets for Hyatt, strengthening its network and offering more opportunities for owners and guests alike.
For more information, visit https://www.hyatt.com/development/.
The term “Hyatt” is used in this release to refer to Hyatt Hotels Corporation and/or one or more of its affiliates.
About Hyatt Hotels Corporation
Hyatt Hotels Corporation, headquartered in
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Forward-Looking Statements in this press release, which are not historical facts, are forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. These statements include statements about our plans, strategies, outlook, expected new openings and timing of such openings, growth of new brands, expected owner preference for our brands and expected profitability, prospects or future events and involve known and unknown risks that are difficult to predict. As a result, our actual results, performance or achievements may differ materially from those expressed or implied by these forward-looking statements. In some cases, you can identify forward-looking statements by the use of words such as "may," "could," "expect," "intend," "plan," "seek," "anticipate," "believe," "estimate," "predict," "potential," "continue," "likely," "will," "would" and variations of these terms and similar expressions, or the negative of these terms or similar expressions. 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All forward-looking statements attributable to us or persons acting on our behalf are expressly qualified in their entirety by the cautionary statements set forth above. We caution you not to place undue reliance on any forward-looking statements, which are made only as of the date of this press release. We do not undertake or assume any obligation to update publicly any of these forward-looking statements to reflect actual results, new information or future events, changes in assumptions or changes in other factors affecting forward-looking statements, except to the extent required by applicable law. If we update one or more forward-looking statements, no inference should be drawn that we will make additional updates with respect to those or other forward-looking statements.
HHC-FIN
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MEDIA CONTACT:
Rebecca Smith
Hyatt
rebecca.smith1@hyatt.com
INVESTOR CONTACTS:
Adam Rohman, 312.780.5834, adam.rohman@hyatt.com
Ryan Nuckols, 312.780.5784, ryan.nuckols@hyatt.com
Source: Hyatt Hotels Corporation
FAQ
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