Skift Take
Hyatt doesn't want its Hyatt Place hotel brand to become the next Sheraton.
In the 14 years since Hyatt Hotels & Resorts acquired the business-traveler-friendly AmeriSuites hotel brand, Hyatt has since renamed it Hyatt Place, more than doubling its portfolio to 305 hotels around the world.
Today, capitalizing on Hyatt's acquisition of boutique wellness and fitness brand Exhale and its relatively new World of Hyatt loyalty program, the company is debuting a "new generation" of Hyatt Place features designed to make the brand even more appealing to its core guest audience: business travelers.
The new features will begin rolling out in the third quarter of 2018 and continue through 2020, focusing on wellness, design, and loyalty benefits — some of which will be exclusive to the Hyatt Place brand and others that will be available to World of Hyatt members staying at any Hyatt-branded hotel.
New features specific to Hyatt Place include early check-in for elite loyalty members who are World of Hyatt Explorists or Globalists beginning in 2019. Hyatt Place guests will also receive access to special app-based well-being collaborations that Hyatt intends to roll out throughout 2018 and 2019 beginning in the third quarter. Starting November 1, World of Hyatt members will also enjoy complimentary breakfast when they stay at a Hyatt Place. And in markets where there is an Exhale spa/fitness studio location, Hyatt Place guests will receive preferred privileges and rates starting in the fourth quarter of 2018.
By early next year, Hyatt hopes to make mobile entry — or checking into your guest room using your smartphone — a possibility in all of its hotel brands, Hyatt Place included, for its loyalty members.
The Hyatt Place brand refresh also includes updated lobbies, dining v