Hyatt launches Hyatt Centric
Hyatt Hotels Corporation has introduced a new full service lifestyle brand, Hyatt Centric, to serve business and leisure travellers in key cities around the world.
The launch marks the sixth brand Hyatt has introduced since 2006, offering Hyatt the opportunity to set the standard by using a distinctive approach to empathetic engagement with guests, leading to innovation.
The Hyatt Centric name was inspired by the brand’s mission of putting its guest at the centre of the action in leading destinations. More than 15 Hyatt Centric locations, comprised of open and previously announced hotels, will debut this summer in the heart of some of the world’s most popular 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 travellers that we call Modern Explorers. These travellers are looking for a cosmopolitan vibe in the centre 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,” explained Mark Hoplamazian, president and chief executive officer, Hyatt.
“The new Hyatt Centric brand will further strengthen the overall Hyatt brand portfolio and expand our opportunities to work with world-class developers and operators. We are delighted to expand our offerings in the lifestyle segment and believe that the Hyatt Centric brand will be embraced by Modern Explorers and redefine its category, just as all the brands we’ve introduced over the past eight years have succeeded in doing.”
Modern Explorers are defined as a multigenerational group comprised of travellers who view their hotel as more than a place to stay. Rather, the hotel is the hub of their experience, connecting them to unique experiences, the best of what the destination has to offer.
“Modern Explorers are truly a savvy, curious group. 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,” commented 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.”
In response to the needs of this target guest, Hyatt Centric will focus on three core elements such as being an authentic entryway to the destination, a focus on simplicity and a human touch in a digital world. Acting as an entryway, each hotel will located in the heart of the destination, serving as a launch pad and offering a unique take on its location. Artwork, furniture, food and beverage will each tell a story, allowing guests to immediately get an authentic feel for the surrounding area.
A focus on simplicity, the hotels will provide a simply and welcoming environment that delivers essentials in the easiest way possible. For example, at Hyatt Centric hotels, room service will be offered as a knock and drop service, allowing guests to enjoy gourmet food without formal delivery. Additionally, while each hotel will be custom designed to its market the brand will be characterised by certain common elements, including spaces like The Corner, where guests can work, socialise and peruse a curated collection of local books and magazines, as well as a bar and restaurant area that will deliver locally inspired food and signature cocktails.
Hyatt Centric will offer a balance of advanced digital capabilities but with the understanding that these experiences are more beneficial when combined with a human touch. Guests can enjoy in-room technologies designed to connect seamlessly with their devices and media, a staff of knowledgeable associates will be on hand to aid guests in their discovery of the destination. “There’s no substitute for a live conversation with someone who can tell you first-hand about that interesting café you found on your smartphone,” concluded Rose.
