Hyatt is making a major push into the upper-midscale hotel market with its new midscale, transient brand. The Chicago-based hospitality company on Tuesday launched Hyatt Select, a brand designed for budget-conscious travelers and hotel owners looking for a cost-effective investment.
Hyatt Select hotels will focus on efficiency, offering essential amenities such as complimentary breakfast, a 24/7 grab-and-go market and modern guest rooms with high-speed internet. The brand will cater to short-stay business and leisure travelers in secondary and tertiary markets, where Hyatt has limited presence so far.
For hotel owners, Hyatt Select offers a flexible design for both new-build and conversion properties, with room counts ranging from 70 to 200. The brand also features a lean operating model aimed at reducing labor costs while maintaining service quality.
Hyatt Select joins the Essentials portfolio, which includes Hyatt’s select-service brands.
The move strengthens Hyatt’s foothold in the midscale segment, complementing its existing Hyatt Studios extended-stay brand, which just opened its first location in Mobile, Alabama.
“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,” said Jim Chu, chief growth officer at Hyatt. “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.”
Hyatt Select will debut in the Americas before scaling globally.
Coinciding with the Hyatt Select announcement, Hyatt also opened the first property under its Hyatt Studios brand, Hyatt Studios Mobile/Tillmans Corner in Alabama, developed by the team at 3H Group and led by CEO Hiren Desai. Introduced in 2023, the brand focuses on extended-stay travelers and already has a pipeline of more than 50 executed deals, including 22 in new markets for Hyatt.
“Seeing Hyatt Studios come to life with the opening of the brand’s first property is an exciting milestone — not just for Hyatt, but for our owners and developers who have been integral in the creation of this brand,” said Dan Hansen, head of Americas development at Hyatt.
With Hyatt Studios catering to long-term stays and Hyatt Select targeting short-term travelers, Hyatt is expanding its midscale presence, giving both guests and hotel owners more options in a growing segment.