The days of one-brand hotel chains are fast disappearing, as the hospitality conglomerates double down on lifestyle and boutique brands.
Hyatt has launched a “lifestyle division” that will oversee boutique brands including Andaz, Alila, Hyatt Centric, Joie de Vivre Hotels, Thompson Hotels and tommie, according to Skrift. It follows Hyatt’s $480 million acquisition of boutique Two Road Hospitality in December, which consisted of 85 properties in eight countries.
Hyatt said in a statement that Frederic Flageat-Simon, the former chief executive of Two Roads Hospitality Asia, will lead the new division.
Lifestyle hotels are generally considered boutique establishments with unique designs, but they are usually backed by an established chain.
Other hotel chains like AccorHotels, Wyndham, and Hilton have also invested in building out their lifestyle divisions in a bid to tap into consumer habits. [Skift] — David Jeans