Hyatt Hotels is rebranding three of its US properties under its Hyatt Centric offering, as the group looks to expand its full-service lifestyle brand which launched in 2015.

The Hyatt French Quarter New Orleans became the Hyatt Centric French Quarter New Orleans at the start of September, and will be followed by the Hyatt Centric Times Square New York in late October, and the Hyatt Centric Key West Resort and Spa in November.

The rebranded properties join eight existing Hyatt Centric hotels – seven in the US and one in the Uruguayan capital Montevideo.  Several other properties are currently under development in Hawaii, Barbados and Japan.

Stephen Haggerty, global head of capital strategy, franchising and select service at Hyatt said that the rebrandings “mark significant momentum for the Hyatt Centric brand as we continue with our expansion plans and enter prime destinations where we know our guests are travelling”.

Hyatt describes the Centric brand as being “Created for millennial-minded travelers who want to be in the middle of the action”, with “streamlined rooms” focusing on “delivering everything guests wants and nothing they don’t, including environmentally conscious bath products, Bluetooth-enabled electronics, restaurant to-go delivery service and salon-grade hairdryers”.