Hyatt Launches New Brand Aimed at Offering Affordable Long-Term Stays

Hyatt Hotels is adding a new brand to its portfolio that will mark the company’s first foray into the upper-midscale market in the Americas.

The new Hyatt Studios brand is being designed to accommodate extended-stay and short-term travelers in both the leisure and business segment. The brand already has letters of interest in development agreements for more than 100 Hyatt Studios hotels. Construction is expected to begin in 2023. The first property within the new brand is anticipated to open in 2024.

“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,” Jim Chu, chief growth officer, Hyatt, said in a statement.

Guest room options at Hyatt Studios will include suites featuring kitchen amenities. There will also be complimentary grab-and-go breakfast available at these properties and a 24-hour market that will provide options for health-conscious eaters, as well as ready-made meals.

“As with all brands in the Hyatt portfolio, Hyatt Studios hotels will appeal to the high-end guest within its segment,” said Amy Weinberg, senior vice president, brand, loyalty & data.

Existing competitors in the upper-midscale segment include such brands as Comfort Inn, Hampton and Holiday Inn.

Hyatt also recently announced that it is expanding its Inclusive Collection by nearly 2,000 rooms with a new partnership with Be Live Hotels to grow the Sunscape Resorts & Spas brand in the Caribbean. Hyatt is also growing throughout Europe, Africa and the Middle East (EAME). According to the corporation, 10 percent of its future pipeline is located across the EAME region, with lifestyle hotels comprising nearly one-fourth of the region’s pipeline.