Hyatt Hotels Corporation announced plans for a new brand called Hyatt Select, which is described as an upper-midscale transient brand designed to meet the needs of modern travelers while delivering an efficient, cost-effective model for owners. The brand, said the announcement, will strengthen Hyatt’s upper-midscale presence, complementing Hyatt Studios, Hyatt’s extended-stay brand in the category. That brand marked the opening of its first property, Hyatt Studios Mobile/Tillmans Corner (Ala.), on Feb. 18.

As part of Hyatt’s evolution to a more brand-focused company, with five distinct brand portfolios catering to the unique needs of each guest, said the announcement, the Hyatt Select brand joins the Essentials portfolio alongside Hyatt’s established select-service brands.

The brand, according to the announcement, “expands Hyatt’s ability to care for travelers seeking shorter stays for business or leisure in secondary and tertiary markets where Hyatt has limited hotels to date.” Hyatt Select, said the announcement, also provides a conversion-friendly option for owners looking to leverage Hyatt’s distribution network, commercial engine and the World of Hyatt loyalty program.

Jim Chu, chief growth officer, said that 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.” The new brand, he said, “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.”

For travelers, Hyatt Select will offer complimentary breakfast, 24/7 market and rooms featuring free high-speed WiFi and workspaces.