The Hyatt Centric at Fisherman’s Wharf in San Francisco is one of Hyatt Hotels Corp.’s lifestyle hotels.

LIFESTYLE HOTELS REMAIN an appealing segment for many companies, and now Hyatt Hotels Corp. has created a new division dedicated to promoting its lifestyle brands. The company also appointed a new head of the division, former CEO of Two Roads Hospitality Asia Frederic Flageat-Simon.

The new division will encompass the Two Roads Hospitality brands Hyatt acquired in 2018 and the company’s other lifestyle brands. All together they include Andaz, Alila, Hyatt Centric, Joie de Vivre Hotels, Thompson Hotels and tommie.

Flageat-Simon will develop the global strategy for the division. Heather Geisler, vice president of global brands, will promote global brand awareness of lifestyle division brands.

“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 Hyatt Chief Commercial Officer Mark Vondrasek.

Former Two Roads brands Thompson Hotels and Joie de Vivre Hotels were recently integrated into the World of Hyatt loyalty program.

Last year, Hilton rolled out its affordable lifestyle brand Motto. At the same time, Trump Hotels in February suspended development of its full-service lifestyle Scion brand that it launched in fall of 2016, citing political pressure on the company resulting from founder Donald Trump’s election to President.

In an article in Forbes Magazine in January, Frances Kiradjian, founder and CEO of Boutique and Lifestyle Leaders Association said that, while more large hotel companies buy out boutique hotels or launch soft brands to accommodate the sector, she questions whether the independent boutique owners will continue to reciprocate the relationship.