24 July 2008

Hyatt spending $1.3 billion to overhaul Regency brand

Hyatt Hotels & Resorts is in the midst of a $1.3 billion overhaul of its Regency brand, including 17 properties that have been either renovated or newly opened in the past three years as well as 31 properties scheduled to be renovated or opened by the end of 2010.

"Regency represents over a large portion of our North American hotels, so it's the most important brand to Global Hyatt's image in North America," said Ty Helms, Hyatt's senior vice president of revenue. He added:

"Our customers told us we needed to reclaim our reputation in this set: style, innovation and all those pieces to improve guest satisfaction."

Renovations include new dining facilities and public spaces, technology upgrades and new amenities. Major renovation projects already completed include a $60 million renovation to the atrium and restaurant in the Hyatt Regency O'Hare in Chicago; a $32 million transformation of all 811 guest rooms, bathrooms and corridors in the Hyatt Regency by DFW International Airport, and a $31 million upgrade to the Hyatt Regency Crystal City near Ronald Reagan National Airport near Washington, D.C.

"It's more than renovations: We're reinvigorating and repositioning this brand," Mr Helms said. "We've tried to fashion it more residential, giving guests something that's casual, comfortable, functional and productive."

Specific guest room improvements include new bedding, redesigned lighting, a more functional workspace and new shower and bath products, Mr Helms said. Hyatt also is looking at various environmental touches for the rooms, such as carpeting and wall coverings that are made up of recycled material.

The renovations already are beginning to pay off, according to Mr Helms. Revenue per available room in the hotels that had incorporated the improvements increased by 15%, and among corporate customers, those properties doubled their preferred status among key global accounts.

Report by David Wilkening