CHICAGO—Hyatt Hotels Corporation today introduced Hyatt Centric, a new, full service lifestyle brand designed for business and leisure travelers. The launch marks the sixth brand Hyatt has introduced since 2006.
The Hyatt Centric name was inspired by the brand’s mission of putting its guest at the center of the action in the best destinations. True to its promise, more than 15 Hyatt Centric locations, comprising open and previously announced hotels, will debut this summer in the heart of some of the world’s most popular cities, including New York, Paris, Atlanta, Chicago and Miami.
“From listening to our guests, we learned there was an opportunity to better meet the needs of a large group of travelers that we call Modern Explorers. These travelers are looking for a cosmopolitan vibe in the center of the action, so we worked to test various elements in real time, in real hotels over the past two years. Hyatt Centric is the culmination of that work,” said Mark Hoplamazian, president and chief executive officer, Hyatt. “The new Hyatt Centric brand will further strengthen the overall Hyatt brand portfolio and expand our opportunities to work with world-class developers and operators. We are delighted to expand our offerings in the lifestyle segment and believe that the Hyatt Centric brand will be embraced by Modern Explorers and redefine its category, just as all the brands we’ve introduced over the past eight years have succeeded in doing.”
Modern Explorers are a multigenerational group comprised of travelers who view their hotel as more than a place to stay. Rather, their hotel is the hub of their experience, connecting them to unique experiences, the best of what the destination has to offer – experiences that lead to great stories.
“Modern Explorers are truly a savvy, curious group. Their expectations are simple, but their standards are high and they want their experience to be intuitive and smart. They want options and all the must-haves from a full service hotel, but without any fuss or complications,” said Kristine Rose, vice president of brands, Hyatt. “We believe Hyatt Centric hotels will deliver on our guests’ desire for experiential travel while inspiring them to go out and explore. From the eclectic and fun hotel design to colleagues who are explorers themselves, the Hyatt Centric brand will be the perfect launching pad for our guests to start their experience, whether for business or pleasure, within the destination.”
In response to the needs of this target guest, the Hyatt Centric experience will focus on three core elements: an authentic entryway to the destination with artwork, furniture, food and beverages that allow guests to get an authentic feel of the location; a focus on simplicity in a welcoming environment that makes the guest experience streamlined and easy; and a human touch in the digital world that offers in-room technologies designed to connect with devices and media while a staff of associates will be on hand to aid guests in their discovery of the destination. “There’s no substitute for a live conversation with someone who can tell you firsthand about that interesting café you found on your smartphone,” said Rose.
