Hyatt has announced a new full-service lifestyle brand called Hyatt Centric.

More than 15 Hyatt Centric hotels will open in city centre locations this summer, including in New York, Paris, Chicago, Atlanta and Miami.

The Hyatt Centric name refers to the brand’s properties being “at the centre of the action in the best destinations”.

Hyatt Centric lobby

Hyatt said the new brand is designed for business and leisure travellers and that each hotel will be custom-designed to suit the local area.

Thee will be spaces like The Corner, where guests can “work, socialise and peruse a curated collection of local books and magazines”, and a bar and restaurant area.

Room service will be a “knock ‘n’ drop service, which will allow guests to enjoy gourmet food in their rooms without formal delivery”.

Mark Hoplamazian, Hyatt’s president and chief executive officer, said: “From listening to our guests, we learned there was an opportunity to better meet the needs of a large group of travellers that we call ‘modern explorers’.

“These travellers are looking for a cosmopolitan vibe in the centre of the action, so we worked to test various elements in real time, in real hotels over the past two years. Hyatt Centric is the culmination of that work.

“The new Hyatt Centric brand will further strengthen the overall Hyatt brand portfolio and expand our opportunities to work with world-class developers and operators. We are delighted to expand our offerings in the lifestyle segment.”

Last month, it emerged that Hyatt will roll out free wifi in all of its properties worldwide from next month (see news, December 23).

Graham Smith