Hyatt Select: A Fresh Take on Service

Listen up, folks! Hyatt just rolled out the red carpet for its sparkly new hotel brand. And you might want to take note—or not, depending on your tolerance for the endless parade of indistinguishable hotel brands flooding the market today. In our age of relentless branding, hotel chains aren’t just crafting experiences for weary travelers; they’re wooing potential hotel owners with all the charm of a seasoned politician sampling a slice of apple pie in Iowa.

Details of the New Hyatt Select Brand

Picture this: Hyatt Select, a fresh face in the hospitality gig, stepping up as the “upper-midscale transient brand with a mission to woo modern travelers and give hotel owners a neat little package of efficiency.” Essentially, it’s meant to bolster Hyatt’s position in a market that’s starting to look like a never-ending gift shop of hotel brands. Nestled right alongside Hyatt Studios, their fresh take on the extended-stay model, this new contender is primed to deliver the goods in a way that’s both savvy for owners and sweet for guests.

What’s the game plan? Hyatt Select wants to help owners rake in those profits while gifting travelers with a streamlined stay. It’s an adaptable chameleon of a brand, ready to charm both new constructions and refurbishments, allowing owners to make use of what they’ve got without spending a fortune upfront.

For the folks signing checks, the Hyatt Select experience offers:

• A versatile prototype, enabling properties to range from 70 to 200 rooms, which means this brand can suit just about any market, anywhere.
• An operational model as lean as a catwalk star, especially designed for those brief stays—saving on labor while keeping the service top-notch.
• The key to Hyatt’s vast distribution kingdom; think reservations systems and a commercial engine whose power rivals that of a Ferrari’s.

For us, the globe-trotters, Hyatt Select promises a cocktail of efficiency wrapped in comfort:

• Wake up to a complimentary breakfast, with hot and cold options all served with minimal fuss.
• A round-the-clock marketplace with self-serve charm, offering everything from quick snacks to a stiff drink.
• Rooms that are modern yet cozy, with top-tier internet and workspaces set up to supercharge your productivity.

According to Hyatt’s Chief Growth Officer, Jim Chu:

“Launching a new brand for Hyatt isn’t just sprucing up the portfolio—it’s about crafting a network that earns its keep for both guests and owners. Hyatt Select is our answer to market needs, offering a thrifty, easily convertible choice for owners and a reliable, comfortable experience for guests needing a solid short-stay option.”

“We see a groundswell of interest from owners on the lookout for flexible choices that come bundled with Hyatt’s formidable commercial arsenal. The Hyatt Select brand paves the way for tackling diverse needs and anchoring our presence in emerging markets.”

This new face of Hyatt reinforces their transformation into a brand-centric entity. With five distinct portfolios targeting different market niches, Hyatt Select slips into the Essentials lineup alongside other select service brands. Check out what else awaits at this Val Seny ski resort for a complete palate cleanse.

I’ve Given Up on Trying to Understand Hotel Brands

Let’s level for a moment. Every tripper worth their salt has rolled their eyes at the flurry of new hotel brands hitting the scene. As I see it, hotel groups seem more interested in impressing potential investors rather than delivering something truly fresh for us, the travel-weary masses.

Mostly, these corporate behemoths don’t own the properties—they ride on management or franchise agreements. New brands? They’re sales pitches for investors, window dressings to seduce business partners into signing on the dotted line.

Each brand tries to stand out like a pop star’s new album, but deep down, they all sing the same tune. I wistfully recall the days when Hyatt was known for a handful of brands that didn’t require a directory to decipher. Now? I struggle to name a fraction of them—and okay, maybe my aversion to all-you-can-eat spreads is a factor.

Hyatt Studio is a recent offering where newly built properties come with kitchens and, you guessed it, grab-and-go breakfasts. In substance and style, it’s hard to find daylight between this and Hyatt Select. So, where’s the distinction?

For hotel owners hunting for something fresh, maybe they’ll bite. But for travelers? We aren’t losing sleep over the décor tweak.

Let’s not kid ourselves: Hyatt’s proclamation of maximizing returns while serving up an “efficient guest experience” is the epitome of industry jargon. When pulling in for a stay, can we expect the clerk to chirp, “Hope you have a streamlined stay?”

Buzzwords like “efficient staffing models” and “mindfully curated breakfasts” that don’t require comedy-level equipment seem ripe for an industry satire more than a five-star review. Their efficiency claims might read well on a corporate resume, but how often do these actually hit the mark?

Bottom Line

Hyatt Select steps onto the hospitality stage with promises of fiscal wonder for owners and a sleek stay for travelers. It’s a brand proud to offer a complimentary continental breakfast, a 24/7 grab-and-go market, and little more. This one’s all about making the most with the least, designed to slide right into existing real estate with minimal financial fuss.

So, what’s your take on this snazzy Hyatt Select concept? We’d love to hear your thoughts.