This summer, Hyatt Hotels will debut a new brand in 15 locations geared toward the “modern traveler.” Hyatt Centric will be the hotelier’s sixth brand and is set to open in cities such as Atlanta, San Francisco, Chicago, Miami, Paris and New York.
Hyatt is definitely not the first (nor will they be the last) to create smaller boutique and lifestyle properties. Marriott includes Moxy and AC Hotels while Hilton now offers Curio and Canopy, and InterContinental has Hotel Indigo, all geared toward Millennials. These properties popping up globally are witness to the fact that today’s traveler is looking for more than just a place to lay their head at night.
"From listening to our guests, we learned there was an opportunity to better meet the needs of a large group of travelers that we call Modern Explorers. These travelers are looking for a cosmopolitan vibe in the center 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," said Mark Hoplamazian, president and chief executive officer of Hyatt in a release.
Hyatt Centric will be designed for business and leisure travelers with a focus on three main elements: destination, simplicity and human touch in a digital world. How will those play out in each location? As we’ve seen year-after-year, more properties are heavily relying on their surroundings to inspire their design and interiors. The brand will be no different with artwork, food and furnishings giving guests an authentic feel for the city they’re in.
Choosing to focus on a “less is more” mentality, Hyatt Centric will create a simple, thoughtfully-crafted environment with an emphasis on ease of access. So, for something like room service, guests can order meals to their accommodation through a knock n’ drop service. With this, the hotels will be doing away with the more formal white-glove approach to room service. If we're honest though, this is partially the reason we love room service—the added attention to detail and luxury of having it hand-delivered right to our beds. So we aren't exactly sure how we feel about this yet.
Although 2015 is seeing a rise in digital and tech-heavy offerings, Hyatt Centric will remain modern with their amenities but will aim to still keep a heavy emphasis on human interaction. Through in-room technologies, guests can still easily use their devices to learn more about the area. But what the hotel will really be pushing for, is the use of their staff who can assist in finding each destination’s best and unique places to discover.
“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,” said Kristine Rose, vice president of brands for Hyatt in a release. “We believe Hyatt Centric hotels will deliver on our guests’ desire for experiential travel while inspiring them to go out and explore.”
All properties will include The Corner Library, a place to socialize, work or read, and a signature bar and restaurant. Hyatt Centric hotels will also have very modern vibes with intriguing interior designs and eclectic touches throughout. Accommodations will offer location-based artwork, locally-inspired bath wear and name-brand bath products along with free Wi-Fi (a must nowadays).
So where will the hotel collection's hip new hotel be opening first? South Beach, of course. Previously Hyatt South Beach, the new property will boast an indoor-outdoor lobby on the third floor and abstract photography curated by Dina Mitrani. Reservations are now being accepted for stays from June 1, 2015 and beyond. Currently rates start at around $259 on weekdays and $297 per night on weekends.