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US: Hyatt Hotels and Resorts is the latest major hotel company to launch a lifestyle brand.
Hyatt Centric is a full-service brand designed to appeal to both business and leisure travellers. It will debut this summer, with more than 15 locations in cities including Long Beach, San Francisco, Santa Barbara, Key West, Miami, Atlanta, Chicago, New York, Houston, Park City, Washington DC and Paris.
The launch sees Hyatt follow its peers in the major hotel market who have launched their lifestyle brands, including Marriott’s Edition, Hilton’s Canopy, Best Western’s Vib , and IHG’s recent acquisition of Kimpton.
Hyatt says the key elements of Centric are destination (the artwork, furniture, food and beverage will reflect the locale), and simplicity.
Room service will be offered in a “knock n’ drop service” and the Corner Library will be “a place to work, socialise or read magazines”. A bar and restaurant will offer food and cocktails.
Mark Hoplamazian, president and chief executive officer of Hyatt, said: “A very important group of travellers is looking for an experience that we feel we can fulfil.”
“The modern explorers are truly a savvy, curious group. Their expectations are simple, but their standards are high and they want their experience to be intuitive and smart. They want options and all the must-haves from a full service hotel but without any fuss or complications,” said Kristine Rose, vice president of brands at Hyatt.
“There’s no substitute for a live conversation with someone who can tell you firsthand about that interesting café you found on your smartphone,” says Rose.
hyattcentric.com
