In a significant move to expand its presence, global hospitality leader Hyatt Hotels has unveiled Hyatt Select, a new upper-midscale transient brand. Designed to meet the evolving needs of modern travellers, aims to provides a cost-effective solution for hotel owners, focusing on efficient, flexible offerings to enhance Hyatt’s footprint in the upper-midscale market.

In a press statement, Hyatt Corporation says that this addition complements Hyatt’s growing presence in the upper-midscale segment, notably alongside Hyatt Studios, the brand’s extended-stay offering.

It adds that the Hyatt Select brand, which joins Hyatt’s essentials portfolio, is designed to offer efficient, streamlined experiences for short-term guests, particularly in secondary and tertiary markets where Hyatt has limited presence.

The statement add that the brand aims to cater to travellers seeking business or leisure accommodations for brief stays.

The hospitality firm says that Hyatt Select will primarily focus on the Americas region before expanding globally. The brand is positioned as a flexible and conversion-friendly option for hotel owners. It provides an opportunity for owners to transform existing properties without significant upfront investment, leveraging Hyatt’s established distribution and commercial engine.

It adds that the brand offers various benefits for owners, including a flexible prototype for properties ranging from 70 to 200 keys. Its lean operating model is tailored to transient travellers, with a focus on efficient staffing and reduced labour costs, while still maintaining service quality.

It adds that the global reach of Hyatt’s distribution platform, including its reservation system, revenue management tools, and the World of Hyatt loyalty programme, will help drive demand and maximise performance for owners.

According to statement for guests, Hyatt Select will emphasise comfort and convenience. Hotels will offer a complimentary breakfast with hot and cold options, a 24/7 self-serve market, and modern guest rooms with high-speed internet and workspaces for productivity.

It adds that the brand is built to provide the essentials without unnecessary frills, catering to travellers looking for a reliable and affordable stay.

It further adds that the announcement of Hyatt Select coincides with the opening of Hyatt’s first Hyatt Studios property in Mobile, Alabama. Hyatt Studios, an extended-stay brand targeting longer-term guests, has already seen significant growth with over 50 executed deals, including 22 in new markets for Hyatt.

The statement adds that the Hyatt Studios and Hyatt Select, together, position the company to further expand its presence in the upper-midscale segment and address varying guest needs, whether for short or extended stays.

Jim Chu

“For Hyatt, launching a new brand is never just about adding to our portfolio, it is about strengthening our network in a way that benefits both owners and guests. Hyatt Select hotels will meet a specific need in the market by offering a cost-effective, conversion-friendly option for owners, while delivering an experience for guests who want reliability, comfort, and thoughtful design in the upper-midscale segment,” says Jim Chu, Chief Growth Officer, Hyatt.

“We have seen strong interest from owners both within and outside of our network who are looking for flexible conversion opportunities with access to Hyatt’s powerful commercial engine and distribution platform. The Hyatt Select brand will allow us to meet these distinct needs of owners and expand our brand presence for guests looking for a short stay option in secondary and tertiary markets,” Chu adds.