The mid-range segment is the focus of much attention from American hotel groups. Two or three years ago, each in turnalmost all of them presented new long-stay concepts being deployed across the Atlantic, whether it be Hyatt Studios - whose first establishment has just opened in Mobile, Alabama - as well as Atwell Suites from IHG, LivSmart Studios and StudioRes from Hilton and Marriott.
This effervescence is now spreading to classic mid-range hotels. Last year, IHG opened its first Garner hotel at SeattleMarriott announced its intention to extend its brand footprint to the United States and Canada. City Express by Marriottbased on the acquisition of a Mexican group and previously deployed in Latin America. For its part, Hilton has also taken the market by the scruff of the neck with its premium budget brand Sparkwhile Hyatt is now tackling it from above.
In keeping with its aim of positioning its brands as the best in their category, the American group has just unveiled an "upper-midscale" brand called Hyatt Select. Its model: design establishments from 70 to 200 rooms with free breakfast, a mini-market open 24/7 offering snacks and drinks to take away, and work areas in the rooms.
" For Hyatt, launching a new brand is never just about adding to our portfolio. It's about strengthening our network in a way that benefits both owners and guests.said Jim Chu, Hyatt's Chief Growth Officer. In addition to offering travellers contemporary accommodation at an affordable price, Hyatt Select gives the group the means toexpand its network in secondary and tertiary townsless favourable for its top-of-the-range brands.
With this new asset in its hand, Hyatt will continue to maintain its development momentum, one of the highest among the world's major groups, with a brand focused on both the conversion of existing hotels and the construction of new ones. Even if the first model is the most popular today, as Jim Chu points out: "We have observed a strong interest from owners inside and outside our network who are looking for flexible conversion opportunities with access to Hyatt's powerful sales engine and distribution platform" . While the Group has not given any further details on the targets for the number of hotels, the brand will focus on initially on the American continent before expanding more widely.
Hyatt Centric, soon to be crowned in Reims
In terms of global business destinations, the American group gives a new impetus for its Hyatt Centric brandlaunched in 2015. Launched this year in Cairo, Shanghai and Malta, in the seaside resort of St Julian's, this upmarket brand plans to increase its global presence by 50 % by the end of 2028 by leveraging the appeal of these urban hotels with their arty decor and lively social spaces. More than 35 new hotels are set to open, increasing the brand's portfolio by 50 % to more than 100 Hyatt Centric hotels worldwide by 2029.
" The brand's recent growth, including new openings and planned developments, is in response to growing demand from customers and members, particularly from Generation Y and Generation Z travellers, for more contemporary accommodation with playful details, sophisticated furnishings and socially connected spaces" said Emily Wright, Vice President, Global Brand Manager for Hyatt's Classics & Essentials portfolios.
From this year, business travellers will be able to discover it in FranceHyatt Centric will be opening a 155-room hotel in Reims, close to the city centre and its famous cathedral, with three restaurants, a lively lobby and a meeting space of almost 400 m². Other establishments are expected in Europe in 2026 with the arrival of Hyatt Centric in Germany, in Hamburg, on the city's main shopping street, Moenckebergstrasse. It is also thanks to this brand that the American group will be making its debut in Iceland, on Reykjavik's main street, with a hotel dominated by a rooftop bar.
However, it is especially in the Asia-Pacific region that the Hyatt Centric brand is gearing up for substantial growth with an opening this year in Chengdu, China, ahead of several expected openings in 2026. These include two openings in Bangalore, including one near the airport, as well as two new hotels in Shanghaione near the new football stadium in Pudong and the other, the Hyatt Centric TODTOWN Shanghai, in a complex combining shops, offices and flats. In parallel, next year will see the brand set up in Taipei and Sapporo, as well as in Changsha, China, and Vrindavan, India, and even further afield, in Medina in 2028, for the debut of Hyatt Centric in Saudi Arabia.
As for the American continent, this year travellers will find a Hyatt Centric near the airport at Chicago O'Hare. The result of the complete renovation of the former Hyatt Rosemont, the hotel will resume operations with 206 completely redesigned rooms, new meeting and event spaces, a renovated lobby and a new restaurant. Cincinnati in the United States, Victoria and Winnipeg in Canada: other North American cities will welcome the brand in 2026, in addition to two more leisure-oriented hotels in San Juan, on the island of Puerto Rico, and in Queretaro, Mexico.
