Hyatt's New Select Service Brand Christened Hyatt Place

EH&C Staff - Mumbai

Following Hyatt's new entry into the select service segment, Global Hyatt Corporation has chosen the brand name Hyatt Place for its system of hotels. The christening follows the acquisition of the AmeriSuites hotel chain in early January 2005, when senior executives and design teams at Global Hyatt Corp. along with leading industry architects, interior designers and brand consultants set out to accomplish specific objectives to revitalise the chain and to launch a new leading edge hotel concept in the upscale select service segment.

According to Jim Abrahamson, senior vice president of Hyatt Corporation, "The new Hyatt Place brand features a strong focus on an exciting new interior & exterior design and forward thinking technology that incorporates many new and unique applications of sensory branding into its hotels."

The Hyatt design team is finalising the select service new build prototype and the plans to retrofits, reimage and re-brand all qualifying AmeriSuites Hotels under the Hyatt Place flag.

Renovation and repositioning of AmeriSuites hotels is slated to begin in the fourth quarter of 2005, with re-branding of qualified AmeriSuites corporate and franchised hotels due for completion in late 2006. Following the completion of focus groups with

leading select service hotel developers and the Ameri Suites franchise advisory group, Hyatt plans to announce further details of the Hyatt Place brand and formally unveil its prototype and concept at its AmeriSuites franchise owners' meeting in September 25-26 in Scottsdale, Ariz. and to the hotel industry at The Lodging Conference, scheduled for September 27-30 in Phoenix.