Hyatt Hotels launches Hyatt Centric brand
Hyatt Hotels has introduced Hyatt Centric, a new, full service lifestyle brand designed for business and leisure travellers.
Hyatt Hotels and Resorts today announced a new brand, a “lifestyle” hotel chain appealing to the modern traveler. It will be called Hyatt Centric.
Hyatt Centric will aim to attract guests by eschewing the traditional hotel model of cookie cutter rooms, and instead feature local artists, modern design and regional cuisine, says Hyatt.
The new brand will launch in 15 locations this summer, including New York, Paris, Atlanta, Chicago and Miami.
“Modern Explorers are truly a savvy, curious group. Their expectations are simple, but their standards are high and they want their experience to be intuitive and smart,” said spokesperson Kristine Rose, VP of brands.
Common elements across the Hyatt Centric brand will include spaces like The Corner, where guests can read up on local books and magazines. Other amenities include free access to computers, printers and free Wifi.
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The concept isn’t far off from recently launched brands such as Indigo by InterContinental and Canopy by Hilton, which are pitched as more personal, local and authentic guest experiences.