By Shawn Gallagher
Yesterday, Hyatt announced the launch of Hyatt Select, its newest upper-midscale transient brand. This new brand aims to “meet the needs of modern travelers while delivering an efficient, cost-effective model for owners,” according to Hyatt.
Some notable points of this brand for guests are complimentary breakfast, or “free hot and cold breakfast” as Hyatt put it in their announcement, and a 24/7 market. This market will be a “self-serve grab-and-go concept operated by a third-party provider.”
For hotel owners, Hyatt Select is designed “…with efficient staffing models to reduce labor costs while maintaining service quality.” These properties will also allow flexibility for owners and developers to convert existing properties.
“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,” said Jim Chu, the Chief Growth Officer of Hyatt.
Hyatt Select seems like it will act similarly to Hyatt Place and Hyatt House properties, while Hyatt also claims that it can also be seen as a sister brand to Hyatt Studios. I don’t expect anything that’s entirely unique from those other 3 brands.
Related: Full guide to the World of Hyatt loyalty program
My Thoughts
Hyatt’s biggest weakness is its smaller footprint compared to the likes of other major hotel brands, such as Marriott, Hilton, and IHG. I see this as a part of the effort to capture conversion opportunities and expand their footprint in underserved areas, such as outside major cities.
This brand isn’t one to go out of your way to stay at, and I don’t think Hyatt intends it to be that way. Sometimes, you just need a bed to sleep in for one night, and that’s enough. I see it as a cheaper version of Hyatt Place.
As always with a new brand, this is another new opportunity for the Hyatt Brand Explorer promotion.
Featured image by Hyatt.