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Hyatt just launched a new brand geared toward efficient, affordable stays around the country

Feb. 25, 2025
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3 min read
Hyatt Select Exterior Rendering
Hyatt just launched a new brand geared toward efficient, affordable stays around the country
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The Hyatt family of brands is growing. The Chicago-based company just announced Hyatt Select, a new upper-midscale brand that will launch in the Americas.

Hyatt Select will be a select-service brand that will "balance efficiency with comfort," Hyatt announced in a statement. The hotel model will include a free hot and cold breakfast; a 24-hour market with food, snacks, beer and wine; and comfortable, efficient guest rooms with workspaces and high-speed internet.

HYATT

This new brand will fall under Hyatt's Essentials portfolio of select-service brands, which includes Caption by Hyatt, Hyatt Place, Hyatt House and the recently launched extended-stay brand Hyatt Studios that opened its very first location this month in Mobile, Alabama.

Travelers could actually think of Hyatt Studios and Hyatt Select as sibling brands, with one catering to extended-stay travelers and the other geared toward people who just need to rest for a few nights here and there during travels.

The extended-stay brand might offer us a glimpse into what Hyatt Select will offer in terms of World of Hyatt perks. Hyatt Studios participates in the much-loved Hyatt Brand Explorer Award (think of it like bingo for stays at Hyatt brands), and eligible stays earn World of Hyatt points and qualifying nights. But, of course, those details are not yet official.

Hyatt Select room
HYATT

Hyatt Select is also positioning itself as an owner-friendly brand that's cost-efficient and flexible, whether developers are looking to build a new hotel from the ground up or convert an existing property. And while flexible prototypes and lean operating models may not matter much to the everyday traveler, they do help grow the Hyatt brand, giving loyalists of the most award-friendly hotel program more places to stay, earn and use points.

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“For Hyatt, launching a new brand is never just about adding to our portfolio—it’s about strengthening our network in a way that benefits both owners and guests,” said Jim Chu, Hyatt's chief growth officer. "Hyatt Select hotels will meet a specific need in the market by offering a cost-effective, conversion-friendly option for owners, while delivering an experience for guests who want reliability, comfort, and thoughtful design in the upper-midscale segment.”

Related reading:

Featured image by HYATT
Editorial disclaimer: Opinions expressed here are the author’s alone, not those of any bank, credit card issuer, airline or hotel chain, and have not been reviewed, approved or otherwise endorsed by any of these entities.

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  • Solid welcome bonus

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  • Some may have trouble using Uber and other dining credits
  • You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
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  • Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
  • Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
  • Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
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  • $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. That’s up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership Rewards® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
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  • $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
  • $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American Express® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
  • Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
  • No Foreign Transaction Fees.
  • Annual Fee is $325.
  • Terms Apply.