The Hyatt group has added a new brand to its portfolio. This Lifestyle-Select Service brand is designed to create organic connections between people as they experience and share the spaces. An analysis.
Caption By Hyatt is inspired by the desire to offer living spaces that encourage exchanges between people and draw in locals and guests all day long. In a similar vein to Accor's new brand, lobbies and other areas are no longer simple common spaces."From moving around flexible furniture to plugging in their devices almost anywhere, people who visit Caption by Hyatt hotels are invited to kick up their feet and stay awhile."
Heather Geisler, vice president of mondiales de Hyatt, expliquait ainsi la stratégie de ce nouveau produit :
"By listening to our guests, we know that whether they are travelling alone or with a friend, they are looking to connect with others in an environment that is authentic and approachable. The Caption by Hyatt brand will invite guests and locals alike to hang out, enjoy a cocktail and catch up with a friend, new or old, in a space that is intended for them."
Caption by Hyatt will have a "unique food and beverage concept that offers guests and locals options for breakfast, lunch, and dinner". With options for eating at any time, it invites guests and locals to stay awhile and enjoy a "mix-and-match array of craveable, shareable bites". Danny Meyer’s Union Square Hospitality Group consulted on the design and curation of a conversation-worthy food and beverage concept for the brand.
In the rooms, spaces are modular and flexible, and furniture may be moved around to suit guests' needs. Common areas meanwhile, are also flexible and multipurpose, allowing work and entertainment including moments of relaxation in small groups..
Taking its relationship with its guests a step further, Caption by Hyatt properties will offer events ranging from trunk shows to local beer tastings in order to increasingly satisfy their clientele and go beyond providing traditional hospitality services.
"We intend for the Caption by Hyatt brand to be a global growth driver domestically and internationally in dense urban markets, emerging neighborhoods and high foot traffic areas,” said Jim Chu, global head of development for Hyatt. “We believe the brand is primed for strong growth as it can flex and adapt to suit the needs of different locations and markets and can offer a more sustainable approach to design and operations."
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