Hyatt Hotels Corporation is launching a new upper-midscale brand, Hyatt Select, aimed at transient guests and designed as a “conversion-friendly” addition to its portfolio. The brand will target secondary and tertiary markets lacking Hyatt’s presence, offering travelers a lower-price-point entry into the Hyatt system. It complements Hyatt Studios and is ideal for short-term stays in airport locations and Latin America. The brand will focus on high-quality experiences with flexible hotel features like smaller room sizes and optional amenities.