Hyatt launches ‘conversion-friendly’ hotel brand, Hyatt Select

Hyatt Hotels has launched Hyatt Select, a conversion-friendly, upper-midscale brand targeting transient travellers.

The Chicago-based hotel company said Hyatt Select will sit within its Essentials portfolio while also complementing its extended-stay brand, Hyatt Studios, which launched its first property in Alabama this month.

Hyatt Select hotels can range from 70 to 200 keys and will target transient travellers through the offer of a complimentary breakfast, 24/7 self-serve, grab-and-go market and bedrooms prioritising comfort and functionality.

Conversion-friendly properties among Hyatt’s competitors include the likes of Garner by IHG, which launched 2023, and Marriott’s Four Points Express by Sheraton, which opened its first UK site last year.  

Jim Chu, chief growth officer at Hyatt, said: “For Hyatt, launching a new brand is never just about adding to our portfolio – it’s about strengthening our network in a way that benefits both owners and guests. Hyatt Select hotels will meet a specific need in the market by offering a cost-effective, conversion-friendly option for owners, while delivering an experience for guests who want reliability, comfort and thoughtful design in the upper-midscale segment.

“We’ve seen strong interest from owners both within and outside of our network who are looking for flexible conversion opportunities with access to Hyatt’s powerful commercial engine and distribution platform.”

Hyatt Select will be focused in the Americas before expanding globally.

The hotel group said the launch of both brands will bolster its presence in the upper-midscale segment.

Hyatt has more than 1,400 hotels and all-inclusive properties across 79 countries.

Image: Hyatt Newsroom