Hyatt Launches New Centric Brand for Hurried Modern Travelers
Skift Take
Hyatt Hotels looked at the lifestyle hotel sector and decided to go with an efficient and energetic brand story, because a lot of travelers are just too busy to get worked up over "design hotels" anymore.
At its core, the new Hyatt Centric lifestyle brand is designed for multi-tasking business and leisure travelers with things to do and places to go.
That pretty much defines a lot of modern travelers these days who know what they want, which includes the hotel getting out of their way. When Centric was announced this week, it disposed with a lot of the brand quirkiness indicative of other recent lifestyle hotel launches.
Smart and streamlined, Centric is not really designed for a specific psychographic or demographic. Millennials? Sure, whatever. There's not a lot of talk about "baristas and mixologists curating activated spaces," thankfully. Instead, there's a "barman." He, or she, makes drinks and talks to people, like they've always done. There also might be a DJ or there might not, because in the end, who really cares? Seriously.
This brand is for people who aren't necessarily looking for a bra
