Hyatt Hotels Corp. will enter the upper-midscale lodging segment in the Americas with the debut of Hyatt Studios, designed for extended-stay travelers in secondary and tertiary markets. Letters of interest already have been signed for the development of more than 100 Hyatt Studios hotels, with construction expected to begin this year and the first hotel expected to open in 2024.
The new product was designed with developers in mind, according to Hyatt, with scalable construction options and an efficient operating model. Hyatt Studios will give the company access to enter smaller markets and submarkets that currently don’t have Hyatt hotels, said Jim Chu, the company’s chief growth officer. “We identified a white space for Hyatt, creating a compelling opportunity to…introduce World of Hyatt to new guests in a new segment.”
The Hyatt Studios brand will join the Hyatt Place, Hyatt House and Caption by Hyatt brands in the select-service category. Guest rooms will include multifunction convection microwaves and kitchen amenities. Complimentary grab-and-go breakfasts, and 24-hour markets with snacks and prepared foods will be standard on-site features.
“Hyatt Studios will appeal to the high-end guest within its segment,” said Amy Weinberg, senior vice president of loyalty, brand marketing and consumer insights. The properties will be distinguished from “dated notions of value-driven compromise by inviting guests to enjoy the coziness of a studio apartment.”
Hyatt Studios will be led by industry veteran Dan Hansen, who has served as strategic advisor throughout the brand’s conception.