Hyatt Hotels has unveiled its latest brand, Hyatt Select, an upper-midscale transient brand aimed at expanding the company’s presence in secondary and tertiary markets. Designed to meet the evolving demands of modern travelers while offering a cost-effective and flexible model for owners, Hyatt Select is set to strengthen Hyatt’s footprint in markets where its presence has been limited.

Expanding into New Markets

Hyatt Select will join the Essentials portfolio, marking a strategic shift towards a brand-focused approach. This new brand complements Hyatt Studios, the company’s extended-stay offering, and provides a conversion-friendly alternative for owners seeking to leverage Hyatt’s commercial engine, distribution network, and loyalty program.

"For Hyatt, launching a new brand is never just about adding to our portfolio—it’s about strengthening our network in a way that benefits both owners and guests," said Jim Chu, Chief Growth Officer, Hyatt Hotels.

He further added, "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."

A Flexible Model for Owners

Hyatt Select will feature a flexible prototype accommodating 70-200 keys, tailored for transient travelers. The brand follows a lean operational model that helps minimize labor costs while maintaining service standards, making it an attractive investment option for owners.

Additionally, owners will benefit from Hyatt’s global distribution network, including:

✅ Revenue management tools for optimal pricing strategies
✅ Centralized commercial services to maximize efficiency
✅ Advanced reservation systems to streamline guest bookings

Modern Amenities for Travelers

Hyatt Select will offer a blend of comfort, convenience, and affordability, ensuring a consistent guest experience. Key amenities include:

✔️ 24/7 market for grab-and-go essentials
✔️ Complimentary breakfast for all guests
✔️ Modern guest rooms with free high-speed internet
✔️ Dedicated workspaces for business travelers

Strengthening Hyatt’s Portfolio

The announcement of Hyatt Select follows Hyatt’s continued expansion efforts, including the recent launch of Hyatt Studios Mobile / Tillmans Corner. In April 2023, Hyatt also introduced The Pell, a boutique hotel under the JdV by Hyatt brand.

With Hyatt Select, the company is positioned to capture a larger share of the growing upper-midscale market, offering both owners and travelers an innovative, value-driven hospitality experience.