Hyatt has decided to launch another upper-midscale extended stay brand, Hyatt Select, which they promote as cost-effective and conversion-friendly to owners.
Hyatt plans to allow existing Hyatt Place properties that fail to meet the brand standards and whose owners are unwilling to make the required capital investment to reflag under Hyatt Select. Hyatt will first launch this brand in the United States and then expand it elsewhere, such as Latin America.
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Hyatt’s Press Release:
Hyatt Select Announced as Hyatt’s First Conversion-Friendly Transient Brand in the Upper-Midscale Segment in the Americas
New brand complements upper-midscale extended-stay brand Hyatt Studios, which recently celebrated its first opening in Mobile, Alabama
CHICAGO (February 25, 2025) – Hyatt Hotels Corporation (NYSE: H) today announced plans for Hyatt Select, a new upper-midscale transient brand designed to meet the needs of modern travelers while delivering an efficient, cost-effective model for owners. The Hyatt Select brand will strengthen Hyatt’s upper-midscale presence complementing 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 catering to the unique needs of each guest, the Hyatt Select brand joins the Essentials portfolio alongside Hyatt’s established select-service brands. The Essentials portfolio delivers exactly what guests need and enables them to make the most of their stay and be their best wherever their travels take them. Hyatt Select hotels will focus on offering an efficient, streamlined guest experience without compromising the essentials. The brand expands Hyatt’s ability to care for travelers seeking shorter stays for business or leisure in secondary and tertiary markets where Hyatt has limited hotels to date. The brand also provides a conversion-friendly option for owners looking to leverage Hyatt’s powerful distribution network, commercial engine, and the award-winning World of Hyatt loyalty program.
“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.”
A Flexible Model for Owners and Efficient Stay for Guests
The Hyatt Select brand was created with a focus on helping owners maximize their returns while delivering an efficient guest experience. Designed to be flexible for both new-build and conversion environments, the 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 Hyatt Select 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 world-class reservation system, revenue management tools, centralized commercial services, and the award-winning 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 thoughtfully curated 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 thoughtfully 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.
By combining streamlined operations with thoughtful, modern guest offerings, Hyatt Select hotels will deliver a practical solution for both owners and travelers, further elevating Hyatt’s position in the upper-midscale segment.
“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,” continued 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.”
Conclusion
Hyatt now has six select service brands: Caption, Hyatt Place, Hyatt House, Hyatt Studios, UrCove, and Hyatt Select.
I assume that the point earnings are cut in half at this Hyatt Select, which is what Hyatt did with its recently launched Hyatt Studios brand. You earn 2.5 points for every USD instead of the usual five.
Hyatt has communicated to developers that this brand is “lightly staffed” and expected to be “highly profitable” (at the guests’ expense, I guess).
