The Hyatt group is not just banking on luxury and lifestyle hotels. While these two segments are at the heart of its development strategy, particularly in Europe, the American hotelier also intends to expand its footprint in another buoyant segment in the United States: mid-range accommodation with a focus on long stays. The group has just announced the launch of a new brand, Hyatt StudiosThe hotel's facilities are based around suites equipped with microwave ovens and small kitchens, with services limited to a free breakfast takeaway and a 24-hour market.
This new brand completes the American hotelier's portfolio of 'select service' brands, alongside Hyatt Place, Hyatt House and Caption by Hyatt. With the first property due to open next year, the group says it has already received signed letters of interest totalling more than hundred or so establishments.
Aimed at the Americas region, the Hyatt Studios brand targets the major metropolises, but also all these smaller markets and sub-markets". where we have no hotels" said Jim Chu, Hyatt's Chief Growth Officer. This is where Hyatt intends to make a difference with the contemporary style specific to the group's hotels. "Like all brands in the Hyatt portfolio, Hyatt Studios hotels will appeal to high-end customers in their segment." says Amy Weinberg, Senior Vice President, Brand, Loyalty and Data at the American group.
The Hyatt Studios' position in the face of an ever-growing increasing competition. While Hilton entered the mid-range long-stay segment back in 2011 with Home2Suites, which now has more than 500 properties, several major hotel groups have joined the movement more recently.
Ainis, IHG is gradually rolling out its Atwell Suites, with its first two hotels opening in Miami and Denver in 2022 and around thirty more in the rest of the world. pipeline. For its part, Choice Hotels unveiled its Everhome Suites concept in 2020, the first of which opened last September not far from Los Angeles, and which has around fifty projects in the pipeline.
Best Western announced the launch of its HOME by BWH brand last autumn, while Wyndham appears to be successfully rolling out its ECHO Suites concept. The first hotel under this brand should appear this year, 200 establishments announced as being under development. " The extended stay is currently the most popular segment in the hotel industry," noted Dennis Wong, co-founder of SPI Holdings, which plans to develop several ECHO Suites.
