Yesterday I wrote that Hyatt would be launching a new ‘lifestyle brand’.
All of the major chains want one, they’re all trying to build one. They’re notoriously difficult – the notion of cool changes, it needs constant updating, and major lodging corporations aren’t always well-suited to capture whatever it is that that is.
And when they build these brands, they can wind up adding to brand confusion with too many choices that aren’t clearly differentiated in consumer minds or aren’t well tied to the main brand (can you name all of Marriott’s brands — such that you’d always know when to add your Marriot Rewards account number, or if you’re a Marriott loyalist know to choose each of their brands over a competitor?).
I suggested yesterday that I wasn’t sure how an upscale lifestyle brand fits in with Hyatt’s existing portfolio, where Andaz is already a lifestyle brand and Park Hyatt is modern luxury.
Now we know the way they’re going to try.
The new >Hyatt Centric brand begins with a play on words
When you enter one of their hotels, you’ve arrived there… (just like BUckaroo Banzai, ‘no matter where you go, there you are’) but when you check into one of their hotels you’ve arrived, you are meant to feel as though you’ve achieved something.
‘Put up your feet, savor a craft cocktail, prepare to explore..’
The hotel is aimed at .. and when you stay there you can tell yourself you are… a ‘modern explorer’.
The mockup photos look quite nice.
Pets are welcome. They advertise ‘perfect lighting’ which I suppose is a contrast from several Andaz bathrooms.
These are the initial advertised cities:
Depending on the price point and execution, these could be really great hotels. Great hotels, ‘lifestyle’ branding notwithstanding. I’m still not sure that they need a brand separate from Andaz for these, or separate from ‘Hyatt’ (as distinguished from Hyatt ‘Regency’, such as the Hyatt Olive8 in Seattle).
Unquestionably though more nice Hyatts are a good thing, it means more choice and more competition in the lodging market and that brings down rates at the upscale price points simply by virtue of having more upscale rooms in a city.
Of course they’re beginning in markets where Hyatt already has a presence so this really doesn’t help expand the chain’s footprint — which is truly its limiting condition.