Hyatt launches select-service brand

Experience the Hyatt Select Service Brand: Comfort & Flexibility

HYATT HOTELS CORP. expanded its upper-midscale segment with Hyatt Select, a new select-service brand targeting transient guests and designed for easy conversions. The company also opened its first Hyatt Studios location, Hyatt Studios Mobile/Tillmans Corner in Mobile, Alabama, developed by 3H Group and led by CEO Hiren Desai.

Hyatt Select is the sixth brand in Hyatt’s Essentials portfolio, initially focused on the Americas before expanding globally, Hyatt said in a statement.

“For Hyatt, launching a new brand is never just about adding to our portfolio—it’s about strengthening our network in a way that benefits both owners and guests,” said Jim Chu, Hyatt’s chief growth officer. “Hyatt Select hotels will meet a specific need in the market by offering a cost-effective, conversion-friendly option for owners, while delivering an experience for guests who want reliability, comfort, and thoughtful design in the upper-midscale segment.”

Hyatt Select was designed to help owners maximize returns while ensuring an efficient guest experience, the company said. Flexible for new builds and conversions, the brand allows owners to optimize existing assets with minimal upfront investment. It also strengthens Hyatt’s upper-midscale presence alongside Hyatt Studios, its extended-stay brand.

For owners, the brand offers:

Properties ranging from 70 to 200 keys, adaptable across markets.

Staffing efficiencies designed to reduce labor costs while maintaining service quality.

Access to Hyatt’s reservation system, revenue management tools, commercial services, and the World of Hyatt loyalty program to drive demand and performance.

Chu said owners in and out of Hyatt’s network have shown interest in flexible conversion opportunities with access to its commercial engine and distribution platform.

“The Hyatt Select brand will allow us to meet these distinct needs of owners and expand our brand presence for guests looking for a short stay option in secondary and tertiary markets,” he said.

Hyatt Studios

3H Group broke ground on Hyatt’s first Hyatt Studios in Mobile in 2023, while Giri Hotel Management, led by Ash Sangani, signed its first Hyatt franchise for a 122-room Hyatt Studios at Portland International Jetport. The upper-midscale extended-stay brand launched in 2023, has more than 50 executed deals, including 22 in new Hyatt markets.

“Seeing Hyatt Studios come to life with the opening of the brand’s first property is an exciting milestone—not just for Hyatt, but for our owners and developers who have been integral in the creation of this brand,” said Dan Hansen, Hyatt’s head for Americas development. “From the beginning, Hyatt Studios was designed with owners in mind, and the strong momentum we’ve seen is a testament to the demand for a flexible, extended-stay product backed by Hyatt’s world-class support.”

In January, Hyatt reported a pipeline of about 138,000 rooms at year-end 2024, following a brand realignment to increase owner returns and growth.