Brand extensions - I

Global Hyatt’s new brand: Hyatt Place

Leveraging on Global Hyatt’s core competency and brand image of style and innovation, the new brand extension Hyatt Place is inspired by the contemporary business traveler who multi-tasks and seeks for chic and next-generation entertainment content. While Global Hyatt is driven by premium quality, Hyatt Place utilizes its parent brand’s product attributes, allowing guests to have the “Hyatt Touch” by offering distinctive architecture, contemporary furnishing and high-tech facilities for business travelers with a casual hospitality. While Park Hyatt and Regency Hyatt is target towards luxury vacationers, Hyatt Place is aimed towards a different target audience, with selected service offerings, and kiosk check-ins and other high tech self-service facilities, which is for it the agile contemporary business traveler. This brand extension brings much contribution to the category extension. It is offering one of its kind, an innovative and integrated high-tech hotel that adapts well to the changing entertainment and media world. While the Hyatt Place leverages more on the parent brand’s core competency, it also enhances the Global Hyatt brand. Busy business travelers who do not yet have the ability and luxury time to be guests at Global Hyatt luxury hotels are able to be exposed to Hyatt Place first.