Hyatt has unveiled plans to expand its new Hyatt Centric brand internationally, including its first location in Asia.
The new full-service “lifestyle” hotel brand was first announced in 2015 and has since been rolled out to two cities in the US – Miami and Chicago.
But Hyatt has now confirmed plans to expand the new brand overseas, with the launch of new Hyatt Centric hotels in Tokyo and Montevideo, the capital of Uruguay. In addition, three existing Hyatt hotels in the US, located in California, Utah and Texas, will move under the Hyatt Centric brand.
“The new and upcoming Hyatt Centric properties signal momentum for the brand’s global expansion plans and our foray into the increasingly popular upper upscale lifestyle segment, setting the stage for additional hotels in prime destinations by the end of this year,” said Steve Haggerty, Hyatt’s global head of capital strategy, franchising & select service.
“The Hyatt Centric brand portfolio is comprised of full-service hotels with an efficient service model designed to collaborate with locally known partners to connect guests with authentic experiences.”
The international expansion will start in mid-2016 with the opening of the 178-room Hyatt Centric Montevideo. Set in a waterfront location along the River Plate, the property will feature a restaurant, rooftop lounge and more than 100m² of meeting space. This hotel was previously announced as the Hyatt Montevideo.
Then in early 2018, the brand will move into Asia for the first time with the opening of the Hyatt Centric Ginza Tokyo. Occupying the top 10 floors of a brand new building in the Ginza area of the city, the hotel will offer 164 rooms, a restaurant and bar with terrace seating, meeting space and a fitness centre.
“We are embracing the spirit of exploration and discovery that is at the core of the Hyatt Centric brand and it will continue to guide us as the brand grows in new markets,” said Sandra Cordova Micek, Hyatt’s global senior vice president of brands.
“The Hyatt Centric brand is created for millennial-minded travellers who are looking for authentic local experiences in the centre of the destination. Every aspect of a Hyatt Centric hotel, from quality accommodations to helpful in-the-know staff, delivers on the brand’s commitment to ensure our guests have everything they need and inspire them to explore the best that the area has to offer.”
The launch of the Hyatt Centric in Tokyo will mean that, by 2018, Hyatt will operate five of its brands in the Japanese capital: Park Hyatt, Grand Hyatt, Hyatt Regency, Andaz and Hyatt Centric.
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