Hyatt’s Catch-Up Play: Non-Luxury Brands in Smaller Markets
Photo Credit: A Hyatt Studios extended-stay hotel in Mechanicsburg, Pennsylvania. Hyatt
Skift Take
There's little glamor in limited-service conversion brands and extended-stay hotels in secondary markets. But for Hyatt, this may be the fastest way to fix a U.S. location map full of holes.
Hyatt is filling in its map of the U.S. by targeting small and midsize cities it had previously overlooked. The hotel group is also focused on cheaper-to-build, cheaper-to-stay-in brands to scale more quickly.
The company on Monday announced a pipeline of more than 30 select-service and extended-stay hotels in the Southeastern U.S., totaling roughly 4,000 rooms.
The expansion relies mostly on three brands that accounted for nearly two-thirds of Hyatt's U.S. signings in 2025.
Hyatt Studios, an extended-stay brand. Hyatt Select, a conversion-friendly brand targeting existing independent or competitor-flagged hotels. Unscripted by Hyatt, a soft lifestyle brand that lets operators keep a property's local branding prominent. The
