Hyatt has become the latest major hotel chain to launch a new lifestyle brand for a group it calls 'Modern Explorers,' travelers who seek out authentic, cosmopolitan experiences.
When it rolls out in 15 international cities this summer, Hyatt Centric will aim to attract guests by eschewing the traditional hotel model of cookie cutter rooms, and instead feature local artists, modern design and regional cuisine, says Hyatt.
The new brand will launch in 15 locations this summer, including New York, Paris, Atlanta, Chicago and Miami.
"Modern Explorers are truly a savvy, curious group. Their expectations are simple, but their standards are high and they want their experience to be intuitive and smart," said spokesperson Kristine Rose, vice president of brands, in a statement.
Common elements across the Hyatt Centric brand will include spaces like The Corner, where guests can socialize and read up on local books and magazines. Other amenities include free access to computers and printers and free Wifi.
The concept isn't far off from recently launched brands such as Indigo by InterContinental and Canopy by Hilton, which are pitched as more personal, local and authentic guest experiences.
Earlier this week, Marriott also announced the introduction of its Moxy Hotels brand -- aimed at young, urban, Millennials -- to the US market. First launched in Europe, eight new Moxy hotels will be opening in cities such as New York, San Francisco and Chicago.