Hyatt Hotels Unveils Newest Brand, Hyatt Select

Hyatt Hotels has unveiled its newest brand – Hyatt Select – which the company describes as “a new upper-midscale transient brand designed to meet the needs of modern travellers 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 earlier this month.

“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.”

“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. 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,” Mr Chu added.