Hyatt is adding to its collection of lifestyle brands with the presentation of its latest addition, Caption by Hyatt. While the American group had already extended its footprint in the upmarket and leisure segment with the 2018 acquisition of Two Roads Hospitality and its Alila, Joie de Vivre and Thompson brands, it is in the 'select' contemporary hotel segment that Hyatt has this time unveiled its ambitions.
With Caption, in addition to its cosy rooms, Hyatt intends to focus above all on places that encourage people to meet and exchange ideas. "By listening to our customers, we know that whether they are travelling alone or with friends, they are looking to communicate with others in an authentic and accessible environment."said Heather Geisler, Hyatt's Vice President of Global Brands.
As a result, the communal areas will be designed in a different way to stimulate conversation and enable visitors to enjoy a gastronomic experience presented as a "mix".between the café, the market and the bar". Regular events such as private sales and local beer tastings will liven things up. This lifestyle spirit will also be reflected in the range of meeting rooms, with flexible, multi-purpose spaces for small meetings.
Caption is aimed primarily at business travellers, with Hyatt targeting business destinations in the United States and abroad. "Dense urban markets, emerging neighbourhoods and areas with high pedestrian traffic".says Jim Chu, Global Head of Development at Hyatt.
