HB ON THE SCENE: Hyatt Introduces New Lifestyle Brand Hyatt Centric

LOS ANGELES—Hyatt Hotels Corporation has introduced Hyatt Centric, a new, full-service lifestyle brand designed for business and leisure travelers. The announcement was made at The Americas Investment Lodging Summit (ALIS) here. The launch marks the sixth brand Hyatt has introduced since 2006.

The Hyatt Centric name was inspired by the brand’s mission of putting its guest at the center of the action in the best destinations, according to Hyatt. More than 15 Hyatt Centric locations, comprised of open and previously announced hotels, will debut this summer in the heart of some of the world’s most popular cities, including New York, Paris, Atlanta, Chicago and Miami.

“From listening to our guests, we learned there was an opportunity to better meet the needs of a large group of travelers that we call Modern Explorers. These travelers are looking for a cosmopolitan vibe in the center 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,” said Mark Hoplamazian, president and CEO, Hyatt. “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 and believe that the Hyatt Centric brand will be embraced by Modern Explorers and redefine its category, just as all the brands we’ve introduced over the past eight years have succeeded in doing.”

Hyatt defines Modern Explorers are a multigenerational group comprised of travelers who view their hotel as more than a place to stay. Rather, their hotel is the hub of their experience, connecting them to unique experiences, the best of what the destination has to offer—experiences that lead to great stories, according to Hyatt.

“The modern explorers are truly a savvy, curious group. Their expectations are simple, but their standards are high and they want their experience to be intuitive and smart. They want options and all the must-haves from a full service hotel but without any fuss or complications,” said Kristine Rose, VP of brands, Hyatt. “We believe Hyatt Centric hotels will deliver on our guests’ desire for experiential travel while inspiring them to go out and explore. From the eclectic and fun hotel design to colleagues who are explorers themselves, the Hyatt Centric brand will be the perfect launching pad for our guests to start their experience, whether for business or pleasure, within the destination.”

In response to the needs of this target guest, the Hyatt Centric experience will focus on three core elements:

1) An authentic entryway to the destination: According to Hyatt, at Hyatt Centric hotels, guests will know they can rely on an experience inside that will serve as a launching pad to exploration outside. Each hotel, located in the heart of interesting destinations, will offer a unique and modern take on its location. The artwork, furniture, food and beverages will tell a story, allowing guests to immediately get an authentic feel for the location.

2) A focus on simplicity, thoughtfully crafted: According to Hyatt, Hyatt Centric hotels will provide a simple, welcoming environment that delivers the essentials in the easiest, most streamlined way possible. For example, at Hyatt Centric hotels, room service will be offered as a knock n’ drop service, which will allow guests to enjoy gourmet food in their rooms without formal delivery. Additionally, while each hotel will be custom designed to its market, the Hyatt Centric brand will be characterized by certain common elements, including spaces like the Corner Library, where guests can work, socialize and peruse a curated collection of local books and magazines, and a bar and restaurant area that will help foster great conversations and deliver thoughtful, locally inspired food and signature cocktails.

3) A human touch in a digital world: According to Hyatt, Hyatt Centric hotels will offer a balance of advanced digital capabilities but with the understanding that these experiences are even more beneficial when combined with a human touch. While guests can enjoy the in-room technologies designed to connect seamlessly with their devices and media, a staff of knowledgeable associates will be on hand to aid guests in their discovery of the destination—particularly useful for business travelers with limited time for exploration. “There’s no substitute for a live conversation with someone who can tell you firsthand about that interesting café you found on your smartphone,” said Rose.