Inbound international travel to the United States has been steadily rising year over year since the COVID-19 pandemic, and 2025 figures to be more of the same.

Success with driving this travel has been market dependent. In Southeast markets such as Miami and Northeast markets such as New York City, international travel numbers have been solid. On the West Coast, in markets such as San Francisco and Hawaii, it’s been a different story.

This year will be a continuation of these trends, hotel executives say.

Positive trends

Hyatt Hotels Corp. is growing in the upper-midscale segment with the launch of its select-service brand, Hyatt Select. The brand is designed for transient guests and is billed as conversion-friendly.

Hyatt Select is the sixth brand to join the company’s Essentials portfolio alongside Hyatt’s established select-service brands. The brand will be focused on the Americas region before scaling globally.

According to a statement issued by the company, the brand aims to “strengthen Hyatt’s upper-midscale presence complementing Hyatt Studios,” Hyatt’s extended-stay brand in the category, which marked the opening of its first property, Hyatt Studios Mobile (Ala.)/Tillmans Corner, earlier this month.

“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,” Hyatt Chief Growth Officer Jim Chu said in the statement. “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.”

A Flexible Model

The Hyatt Select brand was created with a focus on helping owners maximize their returns while delivering an efficient guest experience, according to the company. Designed to be flexible for both new-build and conversion environments, the brand offers an opportunity for owners to optimize existing assets while minimizing upfront capital investments.

For owners, the Hyatt Select brand provides:

• Flexible prototype: Properties can range from 70-200 keys, offering adaptability across diverse markets.
• Lean operating model: Staffing models are determined to reduce labor costs.
• Hyatt’s global distribution: Owners can take advantage of Hyatt’s commercial engine, including its reservation system, revenue management tools, centralized commercial services, and the World of Hyatt loyalty program.

For travelers, Hyatt Select hotels will provide essentials designed for functionality and convenience, including complimentary breakfast and a 24/7 grab-and-go market concept operated by a third-party provider.

“We’ve seen strong interest from owners both within and outside of our network who are looking for flexible conversion opportunities with access to Hyatt’s powerful commercial engine and distribution platform,” continued Chu. “The Hyatt Select brand will allow us to meet these distinct needs of owners and expand our brand presence for guests looking for a short stay option in secondary and tertiary markets.”

First Hyatt Studios Now Open

Coinciding with the Hyatt Select announcement, Hyatt is also celebrating the opening of the first Hyatt Studios location – Hyatt Studios Mobile (Ala.)/Tillmans Corner, developed by the team at 3H Group team and led by CEO Hiren Desai. Hyatt Studios, Hyatt’s upper-midscale extended-stay brand, has seen growth since its launch in 2023, with a pipeline of over 50 executed deals, including 22 in new markets for Hyatt.

Article by: Esther Hertzfeld 

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