Hyatt Hotel Debuts Lifstyle Brand

Hyatt Hotels Corporation has introduced Hyatt Centric, a full service lifestyle brand designed for business and leisure travelers. More than 15 Hyatt Centric locations will debut this summer in cities including New York, Paris, Atlanta, Chicago and Miami.

“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, Hyatt.

The name, Hyatt Centric, correlates with the brand’s mission to put its guests at the center of the action. Hyatt defines Modern Explorers as a multigenerational group of travelers who view their hotel as more than simply a place to stay. The hotel is the hub of their experience, connecting them all  the destination has to offer.

“Their expectations are simple, but their standards are high and they want their experience to be intuitive and smart. They want options and all the must-haves from a full service hotel, but without any fuss or complications,” said Kristine Rose, vice president of brands, Hyatt. “We believe Hyatt Centric hotels will deliver on our guests’ desire for experiential travel , while inspiring them to go out and explore. From the eclectic and fun hotel design to colleagues who are explorers themselves, the Hyatt Centric brand will be the perfect launching pad for our guests to start their experience, whether for business or pleasure, within the destination.”

The Hyatt Centric experience will focus on providing an authentic, modern gateway to the city, and will be reflected in the artwork, furniture, food and beverages. Essentials will be delivered in simple, streamlined fashion. Formal delivery of room service will be scrapped in favor of a more casual knock n’ drop service. Hyatt Centric hotels will feature common spaces for guests to work, socialize and browse a curated collection of books and magazines, and a bar/restaurant area that will focus on locally-inspired food and cocktails. Hyatt Centric hotels will offer advanced in-room technologies, along with a staff of knowledgeable associates to provide personalized assistance.

“There’s no substitute for a live conversation with someone who can tell you firsthand about that interesting café you found on your smartphone,” Rose saids.