Hyatt has launched a new lifestyle division, encompassing both its existing Hyatt Centric brand and those formerly of Two Roads Hospitality, which the company acquired in December.

The announcement Thursday follows an abundance of lifestyle brand rollouts by hotel groups in recent years — notably by AccorHotels, Wyndham, and Hilton — as the sector grows in popularity. Industry experts largely consider lifestyle brands the best way to keep a pulse on changing consumer preferences.

Hyatt’s new collection of lifestyle hotels also includes Andaz, Alila, Joie de Vivre, Thompson Hotels, and tommie. Each will stand to benefit from having a direct connection to the chain’s distribution network. Case in point, both Thompson Hotels and Joie de Vivre properties were added as loyalty partners last month.

“With the introduction of a dedicated lifestyle division, we’re able to dive deeper into our guests’ preferences and further carve out Hyatt’s role in this important segment,” said Mark Vondrasek, Hyatt’s chief commercial officer, in a statement.

Frederic Flageat-Simon, the former CEO of Two Roads Hospitality Asia, will assume control as global head of lifestyle operations, according to the company. He will report to Hyatt’s Americas Group President Pete Sears, and be responsible for completing the integration of Two Roads brands into the Hyatt portfolio.

“Frederic is an exceptional appointment for the organization,” Sears added. “He will continue to cultivate our vision of providing best-in-class offerings for guests at our lifestyle hotels throughout the world.”

Heather Geisler, Hyatt’s vice president of global brands, will additionally work with Flageat-Simonon on driving brand awareness around Hyatt’s lifestyle division brands, the company said.

Photo Credit: Hyatt’s new lifestyle division includes Andaz, Alila, Joie de Vivre, Thompson Hotels, tommie, and Hyatt Centric (pictured above). Hyatt