The Hyatt Centric name was inspired by the brand’s mission of putting its guest at the center of the action in the best destinations.

Hyatt Hotels Corporation has introduced Hyatt Centric, a new, full service lifestyle brand designed for business and leisure travellers.

The launch marks the sixth brand Hyatt has introduced since 2006, and offers Hyatt the opportunity to “again set the standard by using its distinctive approach to empathetic engagement with guests leading to innovation”, according to the company.

The Hyatt Centric name was inspired by the brand’s mission of putting its guest at the center of the action in the best destinations.

“True to its promise, more than 15 Hyatt Centric locations, comprised of open and previously announced hotels, will debut this summer in the heart of some of the world’s most popular cities, including New York, Paris, Atlanta, Chicago and Miami,” the company says.

“From listening to our guests, we learned there was an opportunity to better meet the needs of a large group of travellers that we call Modern Explorers,” said Hyatt’s President and CEO, Mark Hoplamazian.

“These travellers 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.

“The new Hyatt Centric brand will further strengthen the overall Hyatt brand portfolio and expand our opportunities to work with world-class developers and operators.

“We are delighted to expand our offerings in the lifestyle segment and believe that the Hyatt Centric brand will be embraced by ‘Modern Explorers’ and redefine its category, just as all the brands we’ve introduced over the past eight years have succeeded in doing,” he said.

Hoplamazian said ‘Modern Explorers’ are a multigenerational group comprised of travellers who view their hotel as more than a place to stay. Rather, their hotel is the hub of their experience, connecting them to unique experiences, the best of what the destination has to offer – experiences that lead to great stories.

“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 Hyatt’s Vice President of Brands, Kristine Rose.

“We believe Hyatt Centric hotels will deliver on our guests’ desire for experiential travel while inspiring them to go out and explore. From the eclectic and fun hotel design to colleagues who are explorers themselves, the Hyatt Centric brand will be the perfect launching pad for our guests to start their experience, whether for business or pleasure, within the destination.”

James Wilkinson

Editor-In-Chief, Hotel Management