Hyatt Hotels Corp. has reported a significant growth in its select service pipeline across the Americas region, with pipeline increasing over 25% over the past three years. The select service accounts for more than 50% of Hyatt’s overall total pipeline in the Americas, the lodging company said in a release.
Complementing growth in lifestyle, luxury and all-inclusive, Hyatt’s select service portfolio is a key driver for expansion and generating awareness and enrollment in World of Hyatt, Hyatt’s loyalty program.
With a focus on operational efficiency and profitability, Hyatt is expanding its select service brands through owner-driven innovation. The brands have been adapting product design and operations to lower construction costs, leverage technology and enable increased customization.
“While prioritizing what matters most to our guests and World of Hyatt members, we will continue to grow and evolve with intent, delivering exceptional guest experiences and maximizing owner profitability,” said Dan Hansen, head of Americas development, Hyatt.
Caption by Hyatt
Caption by Hyatt, Hyatt’s upscale select service brand, has launched a fresh approach with increased market flexibility, more efficient F&B model and an evolved prototype design. Based on feedback from owners and guests, these enhancements will help the brand enter into more markets with a simplified, more cost-effective prototype and efficient operating model which maintains the brand’s core identity as a neighborhood connection point.
Notable enhancements in the guestrooms include a refined color palette, softer lighting and upholstery and artwork elements that celebrate the property’s neighborhood.
The refreshed F&B model emphasizes efficiency and flexibility with a fast casual concept and a menu that transitions from breakfast to all-day options. Owners can adopt this concept or partner with a third-party operator, which can help reduce investment.
The brand opened two hotels in Asia Pacific this year and is on track to open across the U.S. in 2025.
Hyatt Studios
Within 18 months of being announced, Hyatt Studios — Hyatt’s first upper midscale extended stay brand — has expanded with more than 4,000 pipeline rooms and 250 deals in various stages of negotiation.
Reflecting Hyatt’s white space in this segment, almost half of the pipeline properties represent first-time Hyatt owners and are in new markets for Hyatt.
The brand’s expansion includes two recent groundbreakings and four hotels under construction, with openings scheduled for 2025 and 2026. Hyatt Studios Harrisonburg broke ground on September 5 in the Shenandoah Valley, one of three executed deals by Suburban Capital in Virginia; with plans for more properties in Chesapeake and Charlottesville.
Developed by DPN Properties, Hyatt Studios Texarkana broke ground on September 26, located on the Texas-Arkansas border, along major highways and near key medical and military institutions, and also a new market for Hyatt.
Enhancing the Hyatt Place and Hyatt House brands
Hyatt House and Hyatt Place are undergoing upgrades, based on owner and guest feedback.
Hyatt House, Hyatt’s upscale extended stay brand, has added a new generation of enhanced guestrooms, refreshed kitchen and living spaces with new kitchen islands, media consoles and hard surface flooring.
At present, the upscale Hyatt Place brand is in a test-and-learn phase, focused on lowering build cost and improving operational efficiency. This includes analyzing all aspects of the prototype — like room mix, exterior and interior materials — and simplifying interior design.
“We’ve been carefully listening to guest and owner feedback, including insights from our recent Owners Advisory Council, to evolve the Hyatt Place brand. By maintaining an open dialogue, we’re finding new ways to boost owner profitability while continuing to deliver the high-quality experience that guests expect,” said Jim Tierney, SVP of development and owner relations, Hyatt.