Hyatt Exec Explains Soft Brand Strategy With Boutique Luxury Hotels

Hyatt Hotels said Wednesday it plans to open more than 50 luxury and lifestyle properties globally by 2026. But perhaps more intriguing is how the Chicago-based hospitality giant is courting fiercely independent hoteliers who traditionally shy away from affiliating with big chains.

"[Some hotel owners] want the distribution, they want the resources, but they don't want their guests to know that they're affiliated with Hyatt," said Katie Johnson, global brand leader for the group's independent lifestyle soft brands.

Take, for instance, Hyatt's handling of Hotel La Compañia in Panama City's historic center. The owner, local businessman Chris Lenz, still often greets guests at the door and conducts impromptu tours of his property, which was restored by design firm SODA.

It's the kind of hands-on hospitality that makes Instagram influencers swoon, Johnson said.

"Crucially, you won't find a Hyatt logo anywhere unless you're really looking for it," Johnson told Skift at the ILTM Cannes luxury travel show.

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