Hyatt Accelerates Essentials Portfolio Momentum With Planned Brand Growth in New Markets and New Leadership

Hyatt celebrates success of newest brands with openings of Unscripted by Hyatt, Hyatt Select and Hyatt Studios hotels, including a new Hyatt Studios hotel in Huntsville, Alabama Jason Ballard appointed to Global Brand Leader of Hyatt’s Essentials portfolio.

Hyatt Essentials Portfolio Expansion
- Hyatt is accelerating growth of its Essentials portfolio, which includes brands like Caption by Hyatt, Hyatt House, Hyatt Place, Hyatt Select, Hyatt Studios, Unscripted by Hyatt, and UrCove.
- The company has signed more than 20 new Hyatt Select deals in 2025 and reached 70 total hotel deals for Hyatt Studios since its launch in 2023.
- Half of Hyatt’s new U.S. deals in 2025 are in entirely new markets, showing strong developer confidence.

New Openings & Pipeline
- Hyatt Studios:
Recently opened its second hotel in Huntsville, Alabama, offering extended-stay accommodations with apartment-style suites.

- Hyatt Place:
Expanded in Mexico (Cancun Airport, Merida) and Canada (Toronto Airport).

- Unscripted by Hyatt:
Opened Latitude Suites in Tinton Falls, NJ, with more hotels planned in Allentown, PA and Durango, CO (2026–2027).

- Upcoming pipeline includes new markets such as Missoula, MT (Hyatt Place, 2027) and extended-stay Hyatt Studios in Macon, GA; Danville, VA; Frankfort, KY; Elizabethtown, KY; Glacier Country, MT; Lafayette, IN.

Leadership Update
- Jason Ballard has been appointed Global Brand Leader – Essentials.
- Ballard has over two decades of Hyatt experience, including scaling Hyatt Place globally and launching Hyatt Studios.
- His role will focus on brand evolution, performance, and strategy for the Essentials portfolio.

Strategic Focus
- Hyatt is emphasizing flexible development options and efficient operating models to attract owners.
- The World of Hyatt loyalty program (61 million members) is a major driver of occupancy and repeat stays.
- In 2025, Hyatt’s Stay More, Earn More campaign generated 900,000+ nights across Hyatt Place, Hyatt House, and Hyatt Studios.

✅ In short: Hyatt is betting big on select-service and extended-stay brands, expanding into new U.S. markets, and strengthening leadership to sustain momentum.