Hyatt made an announcement yesterday and “introduced Hyatt Centric, a new, full service lifestyle brand designed for business and leisure travelers.” Here is some initial information that they released about Hyatt Centric that will be coming to a city near you in Summer 2015.

Hyatt To Launch New Brand Hyatt Centric Coming Soon!

As reported in their press release, they will focus on a target guest, one that they are calling the Modern Explorers, “From listening to our guests, we learned there was an opportunity to better meet the needs of a large group of travelers that we call Modern Explorers. These travelers are looking for a cosmopolitan vibe in the center of the action, so we worked to test various elements in real time, in real hotels over the past two years. Hyatt Centric is the culmination of that work,†said Mark Hoplamazian, president and chief executive officer, Hyatt. “The new Hyatt Centric brand will further strengthen the overall Hyatt brand portfolio and expand our opportunities to work with world-class developers and operators. We are delighted to expand our offerings in the lifestyle segment and believe that the Hyatt Centric brand will be embraced by Modern Explorers and redefine its category, just as all the brands we’ve introduced over the past eight years have succeeded in doing.â€

Here are a few shots from the Hyatt Centric website that show the style that they are going for in this new brand.

Bottom Line

I think that Hyatt might be on to something here. My read on this brand it that they are looking to offer a more sophisticated business travel hotel, something more posh then a Hyatt Place but, also standardized so that you know what to expect . I think gearing towards the business traveler is probably a smart move. I’m excited that there will be a new product for me to try out! New hotels are always the best shortly after they open because that’s when they are the cleanest! I look forward to reviewing some of these hotels soon!