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Hyatt unveils new Upper-Midscale brand Hyatt Studios

Hyatt has announced the introduction of its newest brand, Hyatt Studios, to its portfolio of brands. The brand will be Hyatt’s debut in the Upper-Midscale segment.

Hyatt Studios will be placed in the “Select-Service” category, joining the likes of existing brands such as Hyatt Place, Hyatt House and Caption by Hyatt, “offering Hyatt’s signature guest experience with self-serve amenities and in-room offerings”. Hyatt says that extended-stay guests can expect everything they need to feel comfortable.

Hyatt Studios Exterior (Brand image)

Guestrooms will marry form with function and offer suites with kitchen amenities to provide comfort during extended trips away from home.

Hyatt Studios Accommodation (Brand image)

The Hyatt Studios food and beverage experience will include a complimentary grab-and-go breakfast and a best-in-class, 24-hour market with a wide variety of options to satisfy extended-stay guests – from health-conscious snacks and ready-made meals to sweet and savory staples to fulfill travel cravings, all of which can be prepared and enjoyed in the guestroom’s kitchen featuring a multi-function convection microwave.

Hyatt Studios Lobby (Brand image)

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. 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.

said Jim Chu, Chief Growth Officer, Hyatt.

Hyatt says that the Hyatt Studios brand was “conceived through direct collaboration with hotel developers and listening closely to the needs of target guests”. The company has already signed letters of interest from multiple developers for more than 100 Hyatt Studios hotels, with construction expected to begin in 2023 and the first hotel expected to open in 2024.

As with all brands in the Hyatt portfolio, Hyatt Studios hotels will appeal to the high-end guest within its segment. 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 coziness 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.

said Amy Weinberg, Senior Vice President – Brand, Loyalty & Data, Hyatt.

Hyatt Studios will be led by industry veteran Dan Hansen, who has served as strategic advisor throughout the brand’s conception.

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Becoming a crowded market

The extended-stay hotel market is becoming a crowded one. While Hyatt says that the new brand is targeting shorter length-of-stay leisure and business transit guests, it will also target extended-stay guests.

While Hyatt was absent from the extended-stay market until now, other international hospitality brands such as Marriott, IHG, Hilton etc already have a brand present in this segment. While Marriott has different brands such as Residence Inn by Marriott, TownePlace Suites by Marriott, Marriott Executive Apartments and Element by Westin, Hilton has Homewood Suites by Hilton and Home2 Suites by Hilton among others. Similarly, IHG has Staybridge Suites and Candlewood Suites and Accor.

It’s not that Hyatt has not until now not offered properties for extended-stay guests. It has. The introduction of Hyatt Studios brand has now seen Hyatt enter the market officially.

The Hyatt Studios brand has nothing new to offer, with the usual offerings such as a kitchen in every room, grab-&-go markets and so on. The brand has nothing exciting visible in it. Leaving that aside, it’s good to see Hyatt stay competitive in the market with offerings targeted at different customer bases.

Meanwhile, Hyatt recently announced that it is continuing its growth across Europe, the Middle East and Africa.

Featured image by Hyatt

All the other images by Hyatt

What do you think of Hyatt Studios brand? Let me know in the comments section below.

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