Caption by Hyatt, Hyatt Hotels Corp.’s new lifestyle brand, hotels will focus on a combination café, market and bar the company hopes will encourage guests to interact and post online about the experience.

MONTHS AFTER FORMING a new division dedicated to promoting its lifestyle brands, Hyatt Hotels Corp. has launched a new brand in that segment. Caption by Hyatt is designed to provide guests with more opportunities to socialize and interact.

Caption hotels will feature a combination café, market and bar that will serve food and beverages designed to be “conversation-worthy.” Rooms will be flexible with moveable furnishings so guests can easily personalize them, and each location will have a rotating calendar of events, such as trunk shows and local beer tastings.

“By listening to our guests, we know that whether they are traveling alone or with a friend, they are looking to connect with others in an environment that is authentic and approachable,” said Hyatt Vice President of Global Brands Heather Geisler. “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.”

The new brand aims to provide the efficiency and flexibility of select service hotels while providing the kind of experience sought for by lifestyle travelers.

“We intend for the brand to be a global growth driver domestically and internationally in dense urban markets, emerging neighborhoods and high foot traffic areas,” said Jim Chu, Hyatt’s global head of development.

In May, Hyatt formed a new division dedicated to promoting its lifestyle brands and appointed a new head of the division, former CEO of Two Roads Hospitality Asia Frederic Flageat-Simon. The new division encompasses 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, tommie and now Caption.

“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,” Hyatt Chief Commercial Officer Mark Vondrasek said in May.