Hyatt Hotels Corporation has recently unveiled plans for Hyatt Select, a new transient brand aimed at contemporary travellers and designed to provide a cost-effective and flexible model for hotel owners. This new addition complements Hyatt’s existing extended-stay brand, Hyatt Studios, which recently opened its first property in Mobile, Alabama.
Hyatt Select will be part of the company’s Essentials portfolio, which falls under Hyatt’s broader strategy to create five distinct portfolios catering to diverse guest needs. “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.
A focus on hotel owners and guests
The new brand is designed to serve two main groups: hotel owners and guests. Hyatt offers several benefits to hotel owners who are either developing new properties or converting existing ones into Hyatt Select hotels.
With a flexible range of 70 to 200 rooms, Hyatt Select adapts to different market sizes, making it a versatile option for various locations. Its operational model focuses on cost-efficient staffing, ensuring high service standards while optimizing labor costs.
Additionally, hotel owners gain access to Hyatt’s global reservations system, which includes extensive marketing and distribution support. This allows them to leverage Hyatt’s strong reputation to drive occupancy and maximize revenue.
For guests, Hyatt Select promises a thoughtfully designed experience focused on convenience and comfort. Guests can enjoy a complimentary breakfast, as well as a self-serve grab-and-go market, offering drinks, food, and snacks. Additionally, the rooms are designed to be modern and comfortable, equipped with high-speed internet and dedicated workspaces for productivity.
“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. 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,” added Chu.
Hyatt Select and Hyatt Studios Expansion
Hyatt Select’s announcement aligns with the grand opening of the first Hyatt Studios location, Hyatt Studios Mobile / Tillmans Corner, which was developed by 3H Group under the leadership of CEO Hiren Desai.
“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.
The launch of Hyatt Select follows the rapid rollout of Hilton’s similar “premium economy” Spark brand. The conversion-focused brand, launched in early 2023, has already surpassed 100 open hotels.
The vast majority of these properties are located in the United States, though Spark by Hilton has also expanded internationally. The brand currently has two properties in the UK, including Spark by Hilton London Romford.
