Hyatt Hotels Corporation has announced the launch of Hyatt Select, a new upper-midscale brand designed to cater to today’s travellers while offering a cost-effective, flexible model for hotel owners. The new brand is set to strengthen Hyatt’s presence in the upper-midscale market, sitting alongside Hyatt Studios, its extended-stay counterpart.
A Brand Tailored for Efficiency and Comfort
Hyatt Select is the latest addition to the company’s Essentials portfolio, which focuses on providing guests with exactly what they need for a seamless and comfortable stay. With a strong emphasis on efficiency, the new brand aims to serve business and leisure travellers on shorter stays, particularly in secondary and tertiary markets where Hyatt’s footprint has been limited.
For hotel owners, Hyatt Select presents a conversion-friendly opportunity, allowing them to tap into Hyatt’s powerful distribution network, commercial engine, and the award-winning World of Hyatt loyalty programme. The model is designed to be adaptable, offering both new-build and conversion options with minimal upfront investment.
Jim Chu, Chief Growth Officer at Hyatt, highlighted the strategic importance of the launch: For Hyatt, launching a new brand is never just about expanding our portfolio-it’s about strengthening our network in a way that benefits both owners and guests. Hyatt Select hotels will fill a gap in the market by providing a cost-effective, conversion-friendly option for owners, while offering guests reliability, comfort, and thoughtful design in the upper-midscale segment.”
Expanding Hyatt’s Reach
Hyatt Select will initially launch in the Americas, with plans for global expansion in the future. The introduction of this brand follows the momentum of Hyatt Studios, which has seen strong interest from both existing and new owners looking to partner with Hyatt.
Dan Hansen, Head of Americas Development at Hyatt, emphasised the significance of the brand’s expansion: “Seeing Hyatt Studios come to life with its first opening is an exciting milestone-not just for Hyatt, but for our owners and developers who have played a crucial role in shaping this brand. The demand we’ve seen for flexible, extended-stay products backed by Hyatt’s world-class support has been incredible.”
With Hyatt Studios targeting extended-stay travellers and Hyatt Select focusing on shorter-stay guests, Hyatt is well positioned to strengthen its presence in the upper-midscale segment. The dual-brand approach allows the company to expand into new markets, providing greater choice for travellers and attractive opportunities for hotel owners. Hyatt Select is expected to open its first properties soon, marking another step in Hyatt’s commitment to delivering high-quality experiences while meeting the evolving needs of modern hospitality.
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