Hyatt to launch new Hyatt Studios brand in the Americas

Hyatt Hotels Corporation has revealed plans to launch the extended-stay Hyatt Studios brand, marking the group’s entry into the upper-midscale hotel segment in the Americas.

The newest addition to Hyatt’s portfolio of brands has been created with the needs of hotel developers and World of Hyatt loyalty members in mind.

Future growth

The announcement of Hyatt Studios’ launch is supported by signed letters of interest in development agreements for more than 100 hotels under the new brand. Construction is expected to begin in 2023 and the first Hyatt Studios hotel is expected to open in 2024.

“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,” said 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.”

Defining the new brand

The brand will be flexible in accommodating both extended stay and shorter stay business and leisure guests to suit each hotel’s specific market.

Guest rooms at each property will fuse function with form and suites will come with kitchen amenities. The brand’s food and beverage concept will encompass a complimentary grab-and-go breakfast and 24-hour market with options for extended-stay guests preparing meals in their kitchen.

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

“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 cosiness 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.”

The new brand will be led by Dan Hansen who has served as strategic advisor throughout its conception.