by Michael J. Shapiro | January 28, 2015
Hyatt Hotels Corp. announced details Tuesday about its new full-service lifestyle brand called Centric. The name is inspired by the mission to put the brand's guests "at the center of the action in the best destinations," according to a statement. More than 15 Centric properties will debut this summer, comprised of open and previously announced hotels. "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,'" said 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." Centric hotels will focus on three key elements: serving as an authentic gateway to the destination, allowing guests to be connected to the city and to use the hotel as a base for exploration; providing a simple, welcoming environment; and combining high-tech amenities with knowledgeable, in-person assistance. Each location will provide "eclectic" accommodations, a central lounge, free Wi-Fi, "knock n' drop" room service, a health studio, and creative meeting and event spaces. Announced destinations include Atlanta; Chicago; Houston; Key West, Fla.; Long Beach, Calif.; Miami; New York City; Park City, Utah; San Francisco; Santa Barbara, Calif.; Washington, D.C.; and Paris.