By Patrick Clarke
Hyatt Hotels Corporation has announced the introduction of Hyatt Centric, a new lifestyle brand designed for business and leisure travelers alike.
The company’s goal is to bring guests to the “center of the action in the best destinations.”
More than 15 Hyatt Centric locations are set to debut this summer, including properties in marquee destinations like New York, Paris, Atlanta, Chicago and Miami.
“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 Hyatt president and CEO Mark Hoplamazian in a statement.
So what defines a modern explorer?
Hyatt’s vice president of brands Kristine Rose explains:
“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.”
The Hyatt Centric experience will revolve around authenticity, simplicity and providing a balance between human interaction and digital capabilities.
Knock n’ drop room service, a knowledgeable staff, vast work and social spaces as well as authentic artwork, furniture and decor are some of the many Hyatt Centric features that are sure to appeal to the aforementioned modern explorers.
2015’s launch marks the sixth Hyatt brand introduced since 2006.
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