A new full-service lifestyle brand is to be introduced by Hyatt Hotels including “advanced digital capabilities”.
Hyatt Centric will be the sixth brand introduced by the company since 2006 as it seeks to capture a large group of multi-generational travellers it describes as ‘modern explorers’.
More than 15 Hyatt Centric locations, comprised of open and previously announced hotels, will be unveiled from the summer in cities such as New York, Paris, Atlanta, Chicago and Miami.
Hyatt Centric hotels will offer a balance of advanced digital capabilities “but with the understanding that these experiences are even more beneficial when combined with a human touch”.
While guests will be offered in-room technologies designed to connect seamlessly with their devices and media, knowledgeable staff will be on hand to help with destination information.
“There’s no substitute for a live conversation with someone who can tell you firsthand about that interesting café you found on your smartphone,” said Hyatt brands vice president Kristine Rose.
She added: “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. 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.
“From the eclectic and fun hotel design to colleagues who are explorers themselves, the Hyatt Centric brand will be the perfect launching pad for our guests to start their experience, whether for business or pleasure, within the destination.”
Room service will be offered as a ‘knock n’ drop’ service, which will allow guests to enjoy gourmet food in their rooms without formal delivery.
Hyatt president and chief executive Mark Hoplamazian said: “From listening to our guests, we learned there was an opportunity to better meet the needs of a large group of travellers that we call modern explorers.
“These travellers are looking for a cosmopolitan vibe in the center of the action, so we worked to test various elements in real time, in real hotels over the past two years. Hyatt Centric is the culmination of that work.
“The new Hyatt Centric brand will further strengthen the overall Hyatt brand portfolio and expand our opportunities to work with world-class developers and operators.
“We are delighted to expand our offerings in the lifestyle segment and believe that the Hyatt Centric brand will be embraced by modern explorers and redefine its category, just as all the brands we’ve introduced over the past eight years have succeeded in doing.”