Hyatt Hotels Corporation has launched Hyatt Select, a new upper-midscale transient brand. The brand will complement Hyatt Studios, Hyatt’s extended-stay brand in the category, which marked the opening of its first property, Hyatt Studios Mobile/Tillmans Corner, on Feb. 18.
As part of Hyatt’s evolution to a more brand-focused company with five distinct brand portfolios, the Hyatt Select brand joins the Essentials portfolio alongside the company’s established select-service brands.
“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, 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.”
Designed to be flexible for both new-build and conversion environments, the Hyatt Select brand offers an opportunity for owners to optimize existing assets while minimizing upfront capital investments. The brand will be focused on the Americas region before scaling globally.
For owners, the new brand provides:
- Flexible prototype: Properties can range from 70-200 keys, offering adaptability across diverse markets.
- Lean operating model: Designed for transient travelers, with efficient staffing models to reduce labor costs while maintaining service quality.
- Hyatt’s global distribution: Owners can benefit from Hyatt’s commercial engine, including its reservation system, revenue management tools, centralized commercial services and the World of Hyatt loyalty program, all with a focus on driving demand and maximizing performance.
For travelers, Hyatt Select hotels will balance efficiency with comfort, offering the essentials designed for functionality and convenience:
- Complimentary breakfast: A selection of hot and cold breakfast offerings requiring limited equipment, ensuring efficiency without sacrificing quality.
- 24/7 Market: A self-serve grab-and-go concept operated by a third-party provider, featuring a variety of food and snack options, as well as beer and wine.
- Modern, comfortable guestrooms: Guestrooms are designed to provide comfort and functionality, ensuring an experience that meets the needs of modern travelers, including free high-speed internet and workspaces for productivity.
“We’ve seen strong interest from owners both within and outside of our network who are looking for flexible conversion opportunities with access to Hyatt’s powerful commercial engine and distribution platform,” said Chu. “The Hyatt Select brand will allow us to meet these distinct needs of owners and expand our brand presence for guests looking for a short stay option in secondary and tertiary markets.”
First Hyatt Studios now open in Mobile, AL
Coinciding with the Hyatt Select announcement, the company also opened the first Hyatt Studios location: Hyatt Studios Mobile/Tillmans Corner, developed by the team at 3H Group and led by CEO Hiren Desai. Hyatt Studios, which launched in 2023, 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, Americas development, Hyatt. “From the beginning, Hyatt Studios was designed with owners in mind, and the strong momentum we’ve seen is a testament to the demand for a flexible, extended-stay product backed by Hyatt’s world-class support.”
