Hyatt to Launch New Hotel Brand

Hyatt has unveiled plans to launch a new hotel brand.

The company says that the Caption by Hyatt brand of hotels will be “anchored by a distinctive F&B experience” that will be a mix between café, market and bar.

Hyatt consulted with Danny Meyer’s Union Square Hospitality Group (USHG) on the design and curation of what they believe to be a “conversation-worthy food and beverage concept” for the brand.

“At Hyatt, we believe in the power of personal connection,” said Heather Geisler, vice president of global brands, Hyatt. “By listening to our guests, we know that whether they are traveling alone or with a friend, they are looking to connect with others in an environment that is authentic and approachable. The Caption by Hyatt brand will invite guests and locals alike to hang out, enjoy a cocktail and catch up with a friend, new or old, in a space that is intended for them.”

Each Caption by Hyatt hotel will have between 150 and 250 guestrooms which will range in size from around 20 sqm to 25 sqm. Hotels will feature a multi-functional lobby / F&B / Lounge space, a 24/7 gym and some will have event / meeting space.

Hyatt says the brand will focus on three core promises, alluring and approachable spaces, conversation-worthy F&B, and experiences such as all-day drinks and sharable snacks; spaces designed for guests to plug in anywhere; flexible and multi-purpose spaces for lounging and small events; and a rotating calendar of do-it- yourself and hosted events from trunk shows to local beer tastings.

“We intend for the Caption by Hyatt brand to be a global growth driver domestically and internationally in dense urban markets, emerging neighborhoods and high foot traffic areas,” said Jim Chu, global head of development for Hyatt. “We believe the brand is primed for strong growth as it can flex and adapt to suit the needs of different locations and markets and can offer a more sustainable approach to design and operations.”

Hyatt has not yet revealed what its target number of hotels is, nor where the first Caption by Hyatt hotels will be located.

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