by Cheryl-Anne Sturken | April 21, 2015

Three new brands, from three different U.S. hotel companies, have entered the marketplace just days apart. Competition-wise, don't expect them to be banging heads, because each will be occupying a very different niche in the already crowded hotel landscape.

Days ago, Chicago-based Hyatt Hotels Corp. opened the first hotel in its new lifestyle brand, Hyatt Centric, which was announced in February. The 257-room Hyatt Centric The Loop Chicago opened this past Wednesday on the northwest corner of Monroe and Clark streets. Its French bistro restaurant, Cochon Volant, isn't serving hungry diners just yet, but first-in guests won't go hungry for breakfast: The hotel is giving out $10 Dunkin' Donuts gift cards to soften the disappointment. Next up for the brand, which Hyatt says was created for travelers who views their hotel as more than just a place to stay — mercifully that doesn't mean just Millennials — is the 105-room Hyatt Centric South Beach Miami on Collins Avenue. The 10-story glass tower, with a 600-square-foot meeting room and a third-floor deck featuring a pool and indoor/outdoor dining, is on track to open next month. Other locations for the brand include Atlanta, New York and Paris.

Like Hyatt, Stamford, Conn.-based Starwood Hotels & Resorts Worldwide chose Miami's South Beach to pioneer its new brand, Tribute Portfolio. Similar to its Luxury Collection and Marriott International's Autograph Collection, the brand's portfolio will be built on a collection of independent hotels plugging into Starwood's powerful global marketing reach. According to the Wall Street Journal, participating hotels will pay 10 percent of their room revenue to participate in Tribute. The first hotel in the brand, for which Starwood marketing says, "This isn't about us. It's about you," has a name that's a mouthful: the Royal Palm South Beach Miami, a Tribute Portfolio Resort. The 393-room property features two restaurants and 10,000 square feet of meeting space. On the horizon are properties in Asheville, N.C.; Charleston, S.C.; Savannah, Ga.; and Nashville.

New York City-based Loews Hotels & Resorts is getting into the branded-tier strategy. After acquiring the 155-room Mandarin Oriental San Francisco Hotel and renaming it the Loews Regency San Francisco, the company announced it was creating a new luxury brand, Loews Regency. The San Francisco hotel joins the Loews Regency New York, which recently underwent a $100 million renovation. "The Loews Regency San Francisco, coupled with the iconic Loews Regency New York, allows us to develop a new brand that really concentrates on customers looking for an intimate luxury experience," says Jonathan Tisch, chairman of Loews Hotels & Resorts. Loews now operates three distinct brands: Loews Hotels & Resorts, Loews Regency and The OE Collection, a lifestyle brand that was launched this past January. The first hotel in the OE portfolio will be the new-build, 100-room Bisha Hotel & Residences in Toronto, currently set to open in the first quarter of 2016.