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Hyatt Breaks into Upper-Midscale Market with Hyatt Studios

Hyatt Hotels has unveiled Hyatt Studios, the latest addition to its portfolio of brands.
Created with the needs of both guests and hotel developers in mind, Hyatt Hotels has entered is entering into the upper-midscale lodging market in the Americas.


The hotelier recently revealed Hyatt Studios, a new addition to its brand portfolio.


New Market, New Line

The unveiling of Hyatt Hotels latest accommodation line marks the company’s entry into the upper-midscale lodging market in the Americas. As a brand, Hyatt Studios is intended to cater to extended-stay guests as well as to short-stay business and leisure travelers. In its statement, Hyatt explained that this new brand was created via close collaboration with hotel developers and careful attention to the needs of guests within the target market. It will be led by Dan Hansen, who has overseen the conception of this new line within the Hyatt portfolio.


The announcement of Hyatt Studios was supported by multiple signed letters of interest from multiple developers. At present, enough interest has been expressed from within the developer community to create over 100 Hyatt Studios hotels. Construction on these first hotels within the Hyatt Studios brand is to begin in 2023, with the first of the brand’s hotels set to open in 2024. In its announcement, Hyatt noted the immediate interest in this new hotel line is a credit to the company’s “developer-informed approach” to the brand. It added, “The brand is designed to be flexible based on developer needs, accommodating both extended-stay and shorter length-of-stay leisure and business transient guests depending on the hotel’s market and guest base.”


Select-Service, Hyatt-Style

Hyatt Studios will stand alongside the company’s Hyatt Place, Hyatt House and Caption by Hyatt in the select or limited-service category. While suites within the Hyatt Studios brand will feature kitchen facilities, on-site amenities will include grab-and-go breakfasts and a 24-hour market with a wide range of snacks. While functional, the overall feel of the guest experience will be synonymous with the quality that is expected from the Hyatt brand.


Image Courtesy: Hyatt Hotels


Speaking of this new line of accommodation, Jim Chu, chief growth officer, Hyatt, commented, “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. 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.”


Amy Weinberg, senior vice president, brand, loyalty & data, added, “As with all brands in the Hyatt portfolio, Hyatt Studios hotels will appeal to the high-end guest within its segment. 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.”


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All images courtesy: Hyatt Hotels