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by Matt Alderton | January 30, 2015
Hyatt Hotels Corp. has launched a new full-service hotel brand catering to business and leisure travelers who want experiences in addition to accommodations, it announced this week. Called Hyatt Centric, the new brand reflects a desire to put the guest "at the center of the action" in popular destinations, according to Hyatt, which plans to open 15 Hyatt Centric hotels this summer, consisting of both new and existing hotels in markets such as New York, Paris, Atlanta, Chicago, and Miami.

"From listening to our guests, we learned there was an opportunity to better meet the needs of a large group of travelers that we call 'Modern Explorers,'" explained Hyatt President and CEO Mark Hoplamazian. "These travelers are looking for a cosmopolitan vibe in the center of the action, so we worked to test various elements in real time, in real hotels over the past two years. Hyatt Centric is the culmination of that work."

Modern Explorers are a multigenerational group of travelers who view their hotel not as a place to sleep, but rather as a place to discover new experiences that become great stories.

"Modern Explorers are truly a savvy, curious group. Their expectations are simple, but their standards are high and they want their experience to be intuitive and smart. They want options and all the must-haves from a full-service hotel but without any fuss or complications," said Kristine Rose, Hyatt's vice president of brands. "We believe Hyatt Centric hotels will deliver on our guests' desire for experiential travel while inspiring them to go out and explore. From the eclectic and fun hotel design to colleagues who are explorers themselves, the Hyatt Centric brand will be the perfect launching pad for our guests to start their experience, whether for business or pleasure, within the destination."

Hyatt Centric hotels will be located in city centers, where they'll serve as connections to outside exploration in the surrounding destination. Hallmarks will include artwork, furniture, food, and beverages designed to tell a local story customized to the destination. Hotels will offer "knock 'n' drop" room service; a space called "The Corner," where guests can work, socialize, and peruse a curated selection of local books and magazines; and a bar and restaurant serving locally inspired food and cocktails.

The final piece of the brand's puzzle will be hotel staff: Hyatt Centric hotels will offer a mix of in-room technologies and onsite associates to help guests discover their destination.

"There's no substitute for a live conversation with someone who can tell you firsthand about that interesting café you found on your smartphone," Rose concluded.