Hyatt Launches New Centric Brand for Hurried Modern Travelers

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