Hyatt Hotels has announced plans for the new “upper midscale” transient brand, Hyatt Select, tailored to cater to the modern traveller’s requirements and provide a “cost-effective” model for owners.
Hyatt Select claims to complement Hyatt Studios, the company’s extended-stay brand in the same category.
The new brand aims to expand the company’s reach in secondary and tertiary markets where the company currently has a limited presence. It is set to join the Essentials portfolio as part of Hyatt’s strategic shift towards a “brand-focused” approach.
This property also offers a “conversion-friendly” alternative for owners to tap into the brand’s commercial engine, distribution network and loyalty programme.
Hyatt chief growth officer Jim Chu said: “For Hyatt, launching a new brand is never just about adding to our portfolio—it’s about strengthening our network in a way that benefits both owners and guests.
“Hyatt Select hotels will meet a specific need in the market by offering a cost-effective, conversion-friendly option for owners while delivering an experience for guests who want reliability, comfort, and thoughtful design in the upper-midscale segment.”
Hyatt Select offers owners a flexible prototype that can accommodate 70-200 keys, and a “lean” operating model tailored for transient travellers, aiming to minimise labour costs while maintaining service quality.
Owners will benefit from Hyatt’s worldwide distribution, including its revenue management tools, centralised commercial services, and reservation system.
Hyatt Select hotels will provide travellers with amenities such as a 24/7 market, complimentary breakfast, modern guest rooms with free high-speed internet, and workspaces.
In conjunction with this development, Hyatt also announced the opening of the first Hyatt Studios location, Hyatt Studios Mobile / Tillmans Corner.
In April 2023, Hyatt Hotels Corporation announced the opening of The Pell, a new boutique hotel under the JdV by Hyatt brand.
