Hyatt Launches New Lifestyle Brand for Savvy ‘Modern Explorers’ Visiting World’s Most Popular Cities

Hyatt Hotels and Resorts launched a new lifestyle brand, Hyatt Centric, which it hopes will appeal to modern travelers.

Hyatt has officially launched its new brand, Hyatt Centric, a collection of lifestyle hotels geared toward modern business and leisure travelers. The new hotels will debut this summer in 15 top destinations, including New York, Paris, Miami, Atlanta and Chicago.

Centric is designed to put guests — or “Modern Explorers,” as Hyatt referred to them as in a press release announcing the brand — at the heart of the action in the best places around the world. Hyatt plans to position these hotels as not simply a place to stay, but rather as the hub of a traveler’s experience, where connections are made to all the best activities in that area.

“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,” said Kristine Rose, Hyatt’s vice president of brands. “They want options and all the must-haves from a full service hotel but without any fuss or complications. We believe Hyatt Centric hotels will deliver on our guests’ desire for experiential travel while inspiring them to go out and explore.”

Centric is the sixth brand Hyatt has launched since 2006. The hotels will adhere to three main tenets:

• An authentic entryway to the destination: The artwork, furniture and food will tell a unique story about the local area.
• A focus on simplicity, thoughtfully crafted: Essentials will be delivered in a streamlined way, like knock-and-drop room service.
• A human touch in a digital world: In-room technologies will be amplified by a staff of location-savvy associates.

[Photos: Hyatt Centric]