Hyatt Hotels Corporation has revealed its latest brand, Hyatt Studios, marking its debut in the upper-midscale lodging sector in the Americas.
The brand was developed through a collaborative effort with hotel developers and by listening closely to the demands of target customers. Several developers have expressed interest in the development of more than 100 Hyatt Studios hotels, with construction expected to commence in 2023 and the first hotel scheduled to open in 2024.
The interest from the development community attests to Hyatt’s developer-informed strategy in designing a scalable construction process and an adaptable operating model suited to primary, secondary, and tertiary markets. The brand’s flexibility accommodates both extended-stay and shorter length-of-stay guests, depending on the hotel’s market and guest base.
“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,” said Jim Chu, chief growth officer, Hyatt. “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.”
Hyatt Studios will be part of Hyatt’s select service category alongside the Hyatt Place, Hyatt House, and Caption by Hyatt brands, and will offer the signature Hyatt guest experience with self-serve amenities and in-room offerings. The brand will cater to extended-stay guests, providing everything they need to feel comfortable and at home while enjoying the consistent quality of Hyatt. The guestrooms will combine style and functionality, with suites featuring kitchen amenities to enhance the comfort of guests during extended trips.
Hyatt Studios’ food and beverage experience will include a complimentary grab-and-go breakfast and a 24-hour market offering a wide variety of options to satisfy extended-stay guests, ranging from health-conscious snacks and pre-made meals to sweet and savory items that can be prepared and enjoyed in the guestroom’s kitchen, which comes equipped with a multi-function 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, brand, loyalty & data. “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.”
Dan Hansen, an industry veteran who has played a pivotal role in the brand’s creation, will lead Hyatt Studios.