This brand realignment will see the hotel group evolve its brand architecture into five distinct portfolios – Luxury, Lifestyle, Inclusive, Classics and Essentials.
“Hyatt’s growth and strategic brand evolution reflect our commitment to creating long-term value for owners and driving the performance of our hotels by delivering distinctive experiences for travellers,” said Mark Hoplamazian, President & Chief Executive Officer, Hyatt.
“By focusing on this evolution, we are not only enhancing guest satisfaction but also strengthening our hotels’ success and competitive advantage, driving preference among owners, guests, customers and World of Hyatt members.”
The Standard acquisition boosts the Lifestyle pipeline
The recent acquisition of Standard International’s iconic The Standard and Bunkhouse Hotels brands as well as the recently launched The StandardX brand included 22 open hotels and more than 30 future projects with a signed agreement or letter of intent for the Lifestyle Portfolio.
Reinforcing Hyatt’s leadership in the lifestyle space, Hyatt has grown the portfolio’s total pipeline properties by nearly 50% year-over-year and the number of open hotels by over 20% year-over-year.
Recent lifestyle openings in key markets include The StandardX, Melbourne; The Standard, Singapore; Hotel Saint Augustine which is in Houston and part of the Bunkhouse Hotels brand; The StandardX, Bangkok Phra Arthit, and Thompson Palm Springs.
Hyatt Studios pushes Essentials pipeline further
Hyatt Studios, the portfolio’s new upper-midscale extended stay brand, has sustained significant growth with more than 50 executed deals representing entry into 22 new markets and with 27 new owners for Hyatt.
The brand’s first location, Hyatt Studios Mobile / Tillman’s Corner, is expected to open in Q1 2025, and newly executed deals include multiple locations across the United States and Canada.
In addition to the Hyatt Studios brand, the Essentials Portfolio has newly executed deals and upcoming openings across all brands. Highlights include UrCove Shanghai Xuhui West Riverside, Caption by Hyatt Central Sydney and Hyatt Place JFK Airport.
Strategic growth across all brand portfolios
In addition to the growth highlighted within the Lifestyle and Essentials Portfolios, Hyatt’s expanded pipeline of new hotel properties is driving strategic growth across each of its portfolios, including Luxury, Inclusive, and Classics as well.
With exciting new additions in each of the five distinct portfolios, Hyatt is poised to further enhance its global brand presence. The diverse offerings attract new members to the award-winning World of Hyatt loyalty program and increase the stay frequency of existing members—creating more opportunities for more stay occasions and amplifying the network effect that can benefit all Hyatt owners.
