Hyatt announces plans for new ‘conversion-friendly’ upper-midscale brand

Hyatt Hotels Corporation has announced plans for Hyatt Select, a “conversion-friendly” new upper-midscale transient brand designed to meet the needs of “modern” travellers. 

According to the hotel group, the Hyatt Select brand will strengthen Hyatt’s upper-midscale presence complementing Hyatt Studios, Hyatt’s extended-stay brand in the category.

For travelers, Hyatt Select hotels will balance “efficiency with comfort”, offering the essentials designed for functionality and convenience:

• Complimentary breakfast: A thoughtfully curated selection of hot and cold breakfast offerings requiring limited equipment.
• 24/7 market: A self-serve grab-and-go concept operated by a third-party provider, featuring a variety of food and snack options, as well as beer and wine.
• Modern, comfortable guestrooms: Guestrooms are thoughtfully designed to provide “comfort and functionality”, ensuring an experience that meets the needs of modern travelers, including free high-speed internet and workspaces for productivity.

As part of Hyatt’s evolution to a more brand-focused company with five distinct brand portfolios, the Hyatt Select brand joins the Essentials portfolio alongside the company’s established select-service brands. 

The new brand enhances Hyatt’s ability to cater to travellers seeking short stays for business or leisure in secondary and tertiary markets where the company currently has a limited presence.

Additionally, designed to be “flexible” for both new-build and conversion environments, the brand offers a “conversion-friendly” option for owners to optimise existing assets while minimising upfront capital investments. 

For owners, the Hyatt Select brand provides:

• Flexible prototype: Properties can range from 70-200 keys, offering adaptability across diverse markets.
• Lean operating model: Designed for transient travelers, with “efficient” staffing models to reduce labour costs while maintaining service quality.
• Hyatt’s Global Distribution: Owners can benefit from Hyatt’s commercial engine, including its reservation system, revenue management tools, centralised commercial services, and the World of Hyatt loyalty programme, all with a focus on “driving demand and maximising performance”.

Jim Chu, chief growth officer of Hyatt, said: “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. 

“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.”