Hyatt Hotels Corp. unveiled Hyatt Select, a new upper-midscale brand designed for shorter stays in secondary and tertiary markets.
According to Jim Chu, chief growth officer at Hyatt, the brand aims to offer "a cost-effective, conversion-friendly option for owners, while delivering an experience for guests who want reliability, comfort and thoughtful design."
The Hyatt Select model will accommodate both newbuilds and conversions, with properties ranging in size from 70 to 200 guestrooms. The brand has what Hyatt describes as a "lean operating model," designed with efficient staffing to reduce labor costs while maintaining service standards.
Hyatt Select will offer complimentary breakfast, a 24/7 self-serve market operated by third-party providers and guestrooms equipped with free high-speed internet and workspaces.
The brand initially will be focused on the Americas before expanding to other regions.
The new concept complements Hyatt Studios, a new upper-midscale, extended-stay brand. The first Hyatt Studios opened in Mobile, Alabama, on Feb. 18.
Both Hyatt Select and Hyatt Studios are part of Hyatt's Essentials portfolio, alongside Caption by Hyatt, Hyatt Place, Hyatt House and UrCove by Hyatt.