Hyatt has announced the introduction of Caption by Hyatt, a new lifestyle brand aimed at inspiring connections between people.
This new brand sits within the select service category and aims to bring people closer together by allowing them to work, eat or socialise in flexible communal spaces that encourage conversations and connections.
Caption by Hyatt properties will feature rooms and common areas that are flexibly designed in order to allow guests to move things around and make their own space for lounging and small events.
Social spaces will be “richly designed and unexpectedly put together” to encourage guests to stay and spark conversations. The hotels will also have a rotating calendar of DIY and hosted events from trunk shows to local beer tastings.
The new brand will also feature a distinctive food and beverage experience designed and curated in partnership with Danny Meyer’s Union Square Hospitality Group (USHG). This F&B concept will be akin to a mash-up of café, market and bar, which will allow guests and locals to get food and drinks at all times of day.
The Caption by Hyatt brand will focus on three core promises:
- Alluring and approachable spaces
- Conversation-worthy food and beverage
- Experiences that don’t begin or end at the hotel’s front door
In addition to the social spaces and its F&B concept, each Caption by Hyatt hotel will have around 150 to 250 guestrooms, which will be divided into three categories: King, King (Prime Urban) and Full. Room sizes will start from 20 sqm. In each guestroom, there will be a seating area for work or play, as well as counter space in the bathroom.
No locations have been announced at this stage, but Hyatt says in the brand factsheet that it will focus on developing the Caption by Hyatt brand globally in urban and downtown cores, dense suburban markets, lifestyle mixed-use developments and emerging urban neighbourhoods.
“At Hyatt, we believe in the power of personal connection,” said Heather Geisler, vice president of global brands, Hyatt. “By listening to our guests, we know that whether they are travelling alone or with a friend, they are looking to connect with others in an environment that is authentic and approachable.”
“The Caption by Hyatt brand will invite guests and locals alike to hang out, enjoy a cocktail and catch up with a friend, new or old, in a space that is intended for them.”
Jim Chu, global head of development for Hyatt, said: “We intend for the Caption by Hyatt brand to be a global growth driver domestically and internationally in dense urban markets, emerging neighborhoods and high foot traffic areas.”
“We believe the brand is primed for strong growth as it can flex and adapt to suit the needs of different locations and markets and can offer a more sustainable approach to design and operations.”