Hyatt Hotels Corp. on Monday evening introduced Hyatt Centric, a full-service lifestyle brand with 15 hotels slated to debut this summer in markets that include New York, Paris, Miami, Chicago and Atlanta. The hotels will be a combination of owned, managed and franchised properties.
During a cocktail party at the ALIS conference in Los Angeles, Hyatt executives told attendees that the Hyatt Centric name was inspired by the brand’s mission of putting its guest at the center of the action. “From listening to our guests, we learned there was an opportunity to better meet the needs of a large group of travelers that we call Modern Explorers. These travelers are looking for a cosmopolitan vibe in the center of the action, so we worked to test various elements in real time, in real hotels over the past two years. Hyatt Centric is the culmination of that work,” said Mark Hoplamazian, president and chief executive officer.
The Hyatt Centric experience will focus on three core elements:
An authentic entryway to the destination: Guests will know they can rely on an experience inside that will serve as a launching pad to exploration outside. Each hotel will offer a unique and modern take on its location. The artwork, furniture, food and beverages will tell a story, allowing guests to immediately get an authentic feel for the location.
A focus on simplicity, thoughtfully crafted: Hyatt Centric hotels will provide a simple, welcoming environment that delivers the essentials in the most streamlined way possible. For example, at Hyatt Centric hotels, room service will be offered as a knock n’ drop service. Additionally, the Hyatt Centric brand will be characterized by certain common elements, including spaces like the Corner Library, where guests can work, socialize and peruse a curated collection of local books and magazines, and a bar and restaurant area that will help foster great conversations and deliver thoughtful, locally inspired food and signature cocktails.
A human touch in a digital world: While guests can enjoy the in-room technologies designed to connect seamlessly with their devices and media, a staff will be on hand to aid guests in their discovery of the destination – particularly useful for business travelers with limited time for exploration.