Hyatt Launches New Upper-Midscale Brand Hyatt Select

Hyatt Hotels has launched a new brand, Hyatt Select, targeting the upper-midscale segment to appeal to cost-conscious travelers and provide hotel owners a conversion-friendly option with reduced operational costs. This new brand complements Hyatt Studios, which recently opened its first property, and is part of Hyatt's strategy to expand its geographical footprint in secondary and tertiary markets, enhancing its presence in areas where it has limited representation. Hyatt Select aims to offer an efficient and comfortable experience for transient travelers, with amenities like complimentary breakfast, a 24/7 market, and modern guestrooms with high-speed internet. The brand is designed with a flexible operating model to minimize labor costs, appealing to hotel owners while leveraging Hyatt's global distribution and loyalty program. It is part of Hyatt's broader 'Essentials Portfolio,' which includes other select-service brands to meet diverse guest needs. This initiative marks Hyatt's effort to compete with similar offerings from rivals like Hilton and Marriott.