Hyatt Unveils Its Latest Brand: Hyatt Select

Updated: February 26, 2025, 10:38am CST

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Hyatt Select — a New Upper-Midscale Brand
Final Thoughts

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Along with Hyatt Place, Hyatt House, Caption by Hyatt, and the recently opened Hyatt Studios, Hyatt has announced its plans to introduce a new select-service brand that will provide travelers convenience, affordability, and essential amenities while upholding Hyatt’s renowned hospitality.

Here’s what you should know about Hyatt’s newest brand.

Hyatt Select — a New Upper-Midscale Brand

The new Hyatt Select brand joins the Essentials portfolio within Hyatt’s existing select-service brands, including Hyatt Place, Hyatt House, Caption by Hyatt, and Hyatt Studios.

The brand broadens Hyatt’s capacity to cater to travelers seeking shorter stays for business or extended leisure stays in secondary markets where the company has previously had a limited presence.

Hyatt Select, like Hyatt Place, will provide guests with perks they have come to expect from these extended-stay brands, such as:

Complimentary Breakfast: Includes an assortment of hot and cold breakfast dishes.
24/7 Market: A self-serve grab-and-go concept that offers a variety of food and snack options, as well as beer and wine.
Guestrooms that are constructed for comfort and functionality, ensuring a modern travel experience with amenities such as free high-speed internet and productive workspaces.

Hyatt Select King Suite Rendering — Hyatt’s newest brand — Hyatt Select. Image Credit: Hyatt

“For Hyatt, launching a new brand is never just about adding to our portfolio — it’s about strengthening our network in a way that benefits both owners and guests,” said Jim Chu, chief growth officer of Hyatt. “Hyatt Select hotels will meet a specific need in the market by offering a cost-effective, conversion-friendly option for owners, while delivering an experience for guests who want reliability, comfort, and thoughtful design in the upper-midscale segment.”

While Hyatt didn’t specify a timeline for launching the Hyatt Select brand, it did say, “The brand will be focused on the Americas region before scaling globally.” And these first hotels are likely to be conversions from other hotel companies, according to a spokesperson for Hyatt.

Although Hyatt has yet to confirm, we expect the brand to participate in the Brand Explorer Program within the Essentials portfolio, providing World of Hyatt guests with an additional brand option for earning a free night certificate.

Hot Tip:

We anticipate that guests will be able to earn and redeem World of Hyatt points at Hyatt Select. To find out more, check out our full guide on the World of Hyatt program.

Final Thoughts

Soon, Hyatt will launch Hyatt Select, its 34th brand, designed to provide an efficient and streamlined guest experience while upholding the Essentials portfolio concept of complimentary breakfast, modern and comfortable guestrooms, and a 24/7 grab-and-go market.

At present, Hyatt has provided little information about its newest brand. However, we expect that it will attract a comparable demographic of travelers who frequently choose to stay at select-service brands such as Hyatt Place and Hyatt House hotels.