Hyatt launches a new brand: Hyatt Select
The Hyatt family of brands is growing. The Chicago-based company just announced Hyatt Select, a new upper-midscale brand that will launch in the Americas.
Hyatt Select will be a select-service brand that will “balance efficiency with comfort,” Hyatt announced in a statement. The hotel model will include a free hot and cold breakfast; a 24-hour market with food, snacks, beer and wine; and comfortable, efficient guest rooms with workspaces and high-speed internet.
This new brand will fall under Hyatt’s Essentials portfolio of select-service brands, which includes Caption by Hyatt, Hyatt Place, Hyatt House and the recently launched extended-stay brand Hyatt Studios that opened its very first location this month in Mobile, Alabama.
Travelers could actually think of Hyatt Studios and Hyatt Select as sibling brands, with one catering to extended-stay travelers and the other geared toward people who just need to rest for a few nights here and there during travels.
The extended-stay brand might offer us a glimpse into what Hyatt Select will offer in terms of World of Hyatt perks. Hyatt Studios participates in the much-loved Hyatt Brand Explorer Award (think of it like bingo for stays at Hyatt brands), and eligible stays earn World of Hyatt points and qualifying nights. But, of course, those details are not yet official.
Hyatt Select is also positioning itself as an owner-friendly brand that’s cost-efficient and flexible, whether developers are looking to build a new hotel from the ground up or convert an existing property. And while flexible prototypes and lean operating models may not matter much to the everyday traveler, they do help grow the Hyatt brand, giving loyalists of the most award-friendly hotel program more places to stay, earn and use points.
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“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, Hyatt’s chief growth officer. “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.”
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