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Caption by Hyatt Brand takes a new approach to service selection


The new lifestyle brand from Hyatt Hotels Corp. is set to debut this summer in Memphis, Tennessee, with a renewed focus on brand positioning.

The Caption by Hyatt brand was first introduced in 2019 in the high-end, select-service segment. It is designed “to be an open space for the community and travelers of all types,” said Crystal Vinisse Thomas, vice president and global brand leader for Hyatt’s luxury and lifestyle portfolio, in a statement. email interview.

Caption is Hyatt’s first brand concept to combine the design and comfort of an avant-garde upscale hotel with the flexibility and self-contained options of a select-service property, she added.

The brand recently announced that its first property will open in late June with the 136-room Caption by Hyatt Beale Street Memphis.

The property will be part of Carlisle’s $400 million multi-phase mixed-use development called One Beale, which will include three Hyatt-branded hotels: Caption by Hyatt, Grand Hyatt and Hyatt Centric.

When brands say “people make the place,” Vinisse Thomas said Caption by Hyatt means it.

“No matter who you are or where you’re from, we have a space for you; the hotel and the community should serve each other. We believe travelers aligned with this concept don’t necessarily belong to one demographic specific, but have a similar mindset, one that supports and connects with brands – even down to the companies they work for – that are aligned with their own lifestyle and values,” he said. she declared.

Caption by Hyatt was launched just months before the onset of the global COVID-19 pandemic, but fortunately many of the processes and practices that hotels in the industry began to introduce during the pandemic were already part of the fabric of the brand in 2019, said Vinisse Thomas. .

As it showcases its first property this year, the Caption by Hyatt team is once again focused on how it further perfects brand positioning.

Some directors remain, however. Before the pandemic, Vinisse Thomas said the goal was always to provide a convenient and frictionless customer experience.

“We were and continue to be forward-thinking in our approach to providing an experience that is meaningful and ultimately aligned with their values,” she added.

Amenities such as Mobile Key and Mobile Catering are two examples of Caption’s streamlined customer experience.

Vinisse Thomas said the Caption by Hyatt team continues to listen to guests and members while shaping the brand.

“We have found that the focus on the local community, streamlining of technology, commitment to sustainability and emphasis on [diversity, equity and inclusion] really resonate with travelers today,” she said. “Founded in caring for and connecting people and places, we are committed to hiring diverse and local talent, vendors, artisans and suppliers.

Dining programs at select-service hotels are often an afterthought, she said. However, Caption by Hyatt puts food and drink front and center.

Every Caption by Hyatt hotel, including the Memphis property, will feature a “Talk Shop,” which is designed to be an “all-day meeting place for everything you need and want.”

“We wanted to create a fun, communal space where guests can hang out, work, socialize. The menu will feature locally inspired dishes all day and serve as the vibrant social hub of each Caption by Hyatt hotel, and hopefully in the end account of every community it is in,” said Vinisse Thomas.

The Caption by Hyatt Beale Street Memphis will specifically partner with local craft brewers and activate a steady stream of events, which will be hosted in the Talk Shop, and are open to community guests and neighbors.

Vinisse Thomas said the Caption by Hyatt brand’s broader growth trajectory is centered around openings in global metropolitan markets.

Other projects underway include Caption by Hyatt Shanghai Zhongshan Park scheduled for early 2023, Caption by Hyatt Namba Osaka in 2024, Caption by Hyatt Kabutocho Tokyo in 2025, and Caption by Hyatt Ba Son Saigon in 2025.

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