CHICAGO–Hyatt Place, Hyatt’s upscale, select-service brand designed for business travelers, unveiled a new generation of hotels focused on three key areas: thoughtful design, driving value for World of Hyatt members, and enhanced well-being experiences. The company says that the move is a response to guests’ and owners’ evolving needs.
“The new generation of Hyatt Place hotels is intended to further strengthen the overall Hyatt Place portfolio and expand our opportunities to work with world-class developers and operators, while also providing flexibility and support to our existing owners,” says Jim Chu, global head of development and owner relations, Hyatt. The Hyatt Place brand has grown by 75 percent over the last five years, and more than 305 hotels open in more than 200 cities around the world.
“We are keeping the brand relevant and fresh by focusing on giving our guests more customization and control during their travels, developing deeper relationships with our World of Hyatt members, and personalized well-being experiences for our guests,” Chu continues. “By evolving and elevating the brand’s offerings, we believe that we will create a best-in-class experience that will truly redefine the select service category, just as we did 12 years ago when we launched the Hyatt Place brand.”
Direct owner and guest input led the company to reimagine the Hyatt Place product to create a differentiated and optimized guest experience in the following ways:
The Hyatt Place brand is evolving the in-hotel experience by emphasizing guest customization, control, and connection. Guestrooms incorporate purposeful furniture designed to keep guests organized and productive; elements to promote well-being, including a premium mattress, blackout shades, and warm-colored lighting to enhance sleep quality; and distinct zones to sleep, work, and relax, including the brand’s signature Cozy Corner.
The Hyatt Place brand is also responding to guests’ needs by redesigning bathrooms to include a more generous vanity counter space for personal items, multi-directional lighting at the vanity to reduce shadows, a more optimal distance between mirror and vanity for shaving or makeup application, and a walk-in shower with footrest and larger shower amenity tray.
The lobby experience has been reimagined as an energizing intersection for guests looking to get out of their rooms, whether that means connecting, collaborating, socializing, or grabbing a coffee or drink on their own.
The brand is also introducing a new dining experience through breakfast offerings, a redesigned coffee bar and coffee program, and an evening lounge with a cocktail and dinner menu focused on classic recipes or offerings with contemporary, regional ingredients.
World of Hyatt
The brand is aiming to deepen guest relationships by strengthening the value proposition for its World of Hyatt community. World of Hyatt Explorist and Globalist members will have the option to check in when they want and how they want through early check-in. The new generation of Hyatt Place hotels will be mobile-entry capable, giving World of Hyatt members even more check in and check out flexibility.
In addition, Hyatt Place hotels are currently testing a number of app-based well-being collaborations that will roll out through 2018 and into 2019. Also, World of Hyatt members will be able to enjoy the newly reimagined breakfast for free at Hyatt Place hotels.
The focus on wellness continues to be a powerful and growing movement, and it’s increasingly important to Hyatt Place guests who prioritize their well-being and who want to self-direct what well-being and fitness mean to them. Hyatt’s relationship with Exhale will inform well-being experiences and offerings at Hyatt Place hotels to help guests stay well while on the road, including video content integrated into Hyatt’s mobile app and offering branded fitness and mindfulness programs to inspire well-being in the rooms; Exhale preferred privileges and rates for Hyatt Place guests in Exhale markets; enhanced fitness facilities; and app-based well-being collaborations, including a bike sharing program.