CHICAGO — Hyatt Hotels Corporation has unveiled Hyatt Studios, the newest addition to its portfolio of brands, marking its entry into upper-midscale lodging in the Americas. This unveiling is supported by signed letters of interest in development agreements from multiple developers for more than 100 Hyatt Studio hotels, with construction expected to begin in 2023 and the first hotel expected to open in 2024. Hyatt Studios will be led by industry veteran Dan Hansen, who has served as strategic advisor throughout the brand’s conception.
The brand prioritizes scalable construction options and an efficient operating model designed to adapt to local needs across primary, secondary and tertiary markets alike. The brand is also designed to be flexible based on developer needs, accommodating both extended-stay and shorter-stay leisure and business transient guests depending on the hotel’s market and guest base.
Hyatt Studios will join the Hyatt Place, Hyatt House and Caption by Hyatt brands in the select service category, offering Hyatt’s signature guest experience with self-serve amenities and in-room offerings. Guestrooms will offer suites with kitchen amenities to provide comfort during extended trips away from home. The Hyatt Studios food-and-beverage experience will include a complimentary grab-and-go breakfast and a 24-hour market with a wide variety of options.
“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,” says Jim Chu, Chief Growth Officer, Hyatt. “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.”
“As with all brands in the Hyatt portfolio, Hyatt Studios hotels will appeal to the high-end guest within its segment,” says Amy Weinberg, senior vice-president, Loyalty, Brand Marketing & Consumer Insights. “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, all with the quality and contemporary style that is characteristic of Hyatt.”