Published on Friday, May 24, 2019

Hyatt establishes dedicated lifestyle division

Hyatt Hotels Corp has announced the launch of a new dedicated division for its portfolio of lifestyle focused brands.

It will group the lifestyle brands acquired from Two Roads Hospitality, including Alila and Thompson Hotels, together with the Andaz and Hyatt Centric brands.

Frederic Flageat-Simon, former CEO of Two Roads Hospitality Asia will spearhead the new division's market positioning and global operations strategy.

He is working with global commercial services to drive operational and financial performance for the lifestyle brands.

Also, Heather Geisler, global brands VP, will focus on enhancing the global brand awareness.

"With the introduction of a dedicated lifestyle division, we're able to dive deeper into our guests' preferences and further carve out Hyatt's role in this important segment," said Mark Vondrasek, Hyatt chief commercial officer.

Flageat-Simon oversees for the continued integration of the Two Roads brands into the Hyatt brand portfolio.

Two Roads brands Thompson Hotels and Joie de Vivre Hotels have recently been successfully added to the World of Hyatt loyalty program.

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