I don't know how or even if Hyatt is marketing Caption; I figure it shouldn't be too hard of a sell to owners given its smaller footprint, smaller rooms, ability to squeeze more into a tighter space and limited service offering, but here we are with a portfolio of less than 10 properties over three years after the brand was announced, with none planned for South America, Europe, Africa or the Middle East. I keep drawing the comparison because it's a direct competitor, but look at Moxy: at YE 2021, they had over 100 hotels open and more than 100 in their pipeline, and Motto by Hilton has five open hotels plus a healthy pipeline of hotels planned from Atlanta and Guadalajara to Riyadh and Recife - and Motto was barely announced a year before Caption.

Hyatt's strategy, once again, needs to shift to building out its existing brand portfolio and addressing key footprint gaps rather than adding microbrands; at this rate, they're becoming the American Accor without the physical scale.

khabah