Hyatt has unveiled what it says is its first upper midscale brand in the Americas, and the group’s latest extended-stay offering.
Letters of interest have been signed for more than 100 Hyatt Studios in the Americas, with construction set to begin this year and the first property expected to open in 2024.
Hyatt said that the brand “was conceived through direct collaboration with hotel developers and listening closely to the needs of target guests”, adding that it had been designed “to be flexible based on developer needs, accommodating both extended-stay and shorter length-of-stay leisure and business transient guests depending on the hotel’s market and guest base”.
Few details have been released about the new brand at this stage, although Hyatt said that it would offer guest room kitchens with convection microwave, as well as a grab-and-go-breakfast offering and 24-market.
The Hyatt Studios concept will join the existing Hyatt House extended stay brand, along with Hyatt Place and Caption by Hyatt in the group’s select service category.
Amy Weinberg, Hyatt’s senior vice president, brand, loyalty and data, said that “Amidst a sea of interchangeable extended-stay competitors, Hyatt Studios hotels will transcend dated notions of value-driven compromise by inviting guests to enjoy both the coziness of a studio apartment and the positive energy of being in a creative studio”.
Hotel groups are increasingly focusing their efforts on the extended stay market, with Wyndham unveiling its Echo Suites brand last year.
Marriott plans to expand its extended stay portfolio across brands including including Element, Residence Inn and Towneplace Suites, while Radisson opened its first extended stay property in Western Europe in 2021, and Accor is also developing new extended stay concepts under the Novotel Living and Pullman Living brands.
Commenting on the news Jim Chu, chief growth officer, Hyatt, said:
“We are proud to launch the Hyatt Studios brand and bring the high-quality experience and level of care promised by the Hyatt brand to smaller markets and submarkets where we don’t have Hyatt hotels.
“We identified a white space for Hyatt, creating a compelling opportunity to significantly accelerate our industry-leading net rooms growth, care for World of Hyatt members on more stay occasions and introduce World of Hyatt to new guests in a new segment which we expect will drive increased direct bookings for all properties across the Hyatt portfolio.”