Hyatt introduces new brand
Global Hyatt Corporation unveiled Hyatt Place, which it claims has a “strong appeal to a newly identified target audience who has successfully adapted to today’s 24/7 lifestyle.”
“This group of travelers shares a mindset and way of life that revolves around seamlessly merging personal and professional activities,” says the company, which adds the new chain is designed to offer a balanced mix of comfortable and functional guestrooms.
Amenities include 42-inch high-definition televisions with next generation entertainment content; free Wi-Fi access; and an eight-foot sectional sofa-sleeper — all contained in an oversized, suite-like room with 20% more space than the average hotel room.
The new concept was based in part on the findings of extensive consumer research commissioned by Hyatt that uncovered the demands of a new breed of sophisticated travelers who intermingle their professional and personal lives.
The study showed that more than 90% of traveling respondents do not separate their lives into personal or professional silos because their work and leisure time overlap.
However, while this audience has adapted to an integrated life by combining their personal and professional lives into one, only 10% were able to find a hotel that gives them what they want.
“This emerging lifestyle trend inspired Hyatt Place to create an environment to foster guests’ productivity, relaxation and fulfillment with an emphasis on stylish design, innovative services and comfortable amenities that people find in their everyday lives,” Hyatt said.
“Hyatt Place is the first hotel of its kind to cater to both the functional and emotional aspects of today’s business and leisure travelers,” said Tom O’Toole, senior vice president of strategy and systems, Global Hyatt Corporation. He added:
“For many, the separation between professional and personal life is obsolete, but unfortunately, hotels have not successfully evolved with this trend – until now.”
Report by David Wilkening
David
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