CHICAGO — Hyatt Hotels Corporation has launched a dedicated lifestyle division, which brings together Hyatt and former Two Roads Hospitality lifestyle brands.
This new cross-functional division focuses on the development, positioning and execution of Hyatt’s lifestyle portfolio, which includes Andaz, Alila, Hyatt Centric, Joie de Vivre Hotels, Thompson Hotels and Tommie.
Frederic Flageat-Simon, former CEO of Two Roads Hospitality Asia, will be responsible for developing the global operations strategy for Hyatt’s new lifestyle division as the new global head of Lifestyle Operations. Based in Chicago and reporting to Hyatt’s Americas Group president, Pete Sears, Flageat-Simon is responsible for the continued integration of the Two Roads brands into the Hyatt portfolio, ensuring the unique operational DNA of each brand is maintained, while leveraging Hyatt’s robust platform to optimize property performance.
Also announced as part of the lifestyle-division organization, Heather Geisler, vice-president of Global Brands, will focus on driving global brand awareness around Hyatt’s lifestyle-division brands.
“With the introduction of a dedicated lifestyle division, we’re able to dive deeper into our guests’ preferences and further carve out Hyatt’s role in this important segment,” says Mark Vondrasek, Chief Commercial Officer, Hyatt. “We will leverage Heather’s global full-service brand expertise with Two Roads’ brand strength and successes in the lifestyle sector, while leaning-in on the broader benefits of Hyatt, like our World of Hyatt loyalty program, to provide our guests with more choices for each unique stay experience.”