Hyatt launches select-service brand

HYATT HOTELS CORP. expanded its upper-midscale segment with Hyatt Select, a new select-service brand targeting transient guests and designed for easy conversions. The company also opened its first Hyatt Studios location, Hyatt Studios Mobile/Tillmans Corner in Mobile, Alabama, developed by 3H Group and led by CEO Hiren Desai. Hyatt Select is the sixth brand in Hyatt’s Essentials portfolio, initially focused on the Americas before expanding globally, Hyatt said in a statement. “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, Hyatt’s chief growth officer. “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.”