Hyatt Hotels Corp. has launched Hyatt Studios, a new extended-stay concept that the company is billing as its first upper-midscale brand in the Americas.
According to Amy Weinberg, Hyatt’s senior vice president of loyalty, brand marketing and consumer insights, the select service flag was designed to combine the “coziness of a studio apartment” with the energy of “a creative studio,” as well as target “the high-end guest within its segment.”
All accommodations at a Hyatt Studios hotel will feature kitchens outfitted with a multifunction convection microwave.
Other brand hallmarks will include amenities like a complimentary grab-and-go breakfast and access to a 24-hour market stocked with health-conscious snacks, ready-made meals and pantry staples.
Jim Chu, chief growth officer for Hyatt, said that the Hyatt Studios concept was born after Hyatt “identified a white space” in the industry and saw opportunity to introduce “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.”
Hyatt expects to have the first Hyatt Studios project break ground this year, with the brand’s first hotels set to open by next year.
Hyatt Studios, which is Hyatt’s 28th brand, will join the Hyatt Place, Hyatt House and Caption by Hyatt flags in the company’s select service stable.
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