Hyatt Hotels Corporation has announced significant updates to Hyatt Studios, the latest select service brand in the Hyatt portfolio, including executed franchise agreements for the first locations in Mobile, Alabama and Marysville, California, that will emphasise Hyatt’s strategy of entering untapped markets where its brand presence is yet to be established. Hyatt Studios, Hyatt’s first upper-midscale extended-stay brand in the Americas, is expected to be a key accelerator for Hyatt, which will build on six years of industry-leading net room growth.
Global head of Hyatt Studios, Dan Hansen, said that Hyatt’s entry into new markets with its Hyatt Studios has exemplified the commitment of the company to its developers, guests, and World of Hyatt members.
“We’ve learned that when Hyatt guests stay with a competing brand, they appear to do so for one of two reasons: the absence of a Hyatt hotel within five miles or the choice to stay at a lower chain scale. By enabling guests to choose a Hyatt hotel in new markets, we grow brand loyalty without intra-brand competition and present more white-space options to developers.”
Under the leadership of Hansen, a carefully selected and dedicated team has been formed to ensure the brand can deliver on its value proposition. Hyatt veteran, Jason Ballard, has been promoted to the position of Head of Operations, Hyatt Studios, reporting directly to Hansen.
“Hyatt’s transformative growth demonstrates the importance we place on fostering strong relationships with owners, developers and franchisees,” said Ballard.
“Prioritising owner satisfaction has allowed us to position Hyatt Studios hotels as a compelling option with competitive market availability. By listening to the needs of our owners and guests, we can now offer solutions for more stay occasions for 40 million World of Hyatt loyalty members.”
In addition to Ballard’s role, Hyatt has enlisted internal experts and external industry professionals, making substantial leadership appointments in finance and commercial services. Furthermore, the team has strengthened its development efforts by recruiting additional team members who are dedicated to advancing the expansion of the brand.
The Hyatt Studios brand will join Hyatt’s growing portfolio in the Timeless collection and is positioned to transform the extended-stay experience. Developers can expect a product that delivers three main components for success: efficient and scalable prototypes, a lean operating model, and flexible brand and design elements to adapt to local market needs across primary, secondary and tertiary markets. Accommodating extended-stay and transient demand, each Hyatt Studios hotel will be sized to fit approximately 122 rooms with the flexibility to scale up or down.
