Hyatt, Starwood and newcomer NYLO Hotels are moving into the select-service category with products that boast modern designs and tech-heavy amenities, as they vie for market share in a segment dominated by Courtyard by Marriott and Hilton Garden Inn.
In the past month, Hyatt announced details of its Hyatt Place brand and showcased the prototype that will replace AmeriSuites guest rooms, Starwood unveiled Aloft - the hotel project that was temporarily dubbed Project XYZ - and NYLO launched a new brand featuring loft-style guest rooms. At the heart of the new concepts, the companies contended, are stylish and business-traveler-friendly properties at midscale prices.
Perhaps the most conservative of the bunch, Hyatt said its first Hyatt Place room prototype will launch later this year in Scottsdale, Ariz., followed by other AmeriSuites conversions in Atlanta, Dallas and Lombard, Ill. Hyatt said all AmeriSuites properties would completely cross over by the end of 2006.
The converted brand has a "strong focus on an exciting new interior and exterior design and forward-thinking technology," according to Jim Abrahamson, senior vice president of Hyatt Corp.
Hyatt Place is moving forward with contemporary design, larger-than-average guest rooms and a more sophisticated work area, Hyatt said. Each guest room includes a 42-inch plasma television, through which guests can connect laptops and other electronics, as well as wireless Internet access throughout the hotel.
"Following the acquisition of the AmeriSuites hotel chain in January 2005, senior executives and design teams at Global Hyatt Corp., along with industry-leading architects, interior designers and brand consultants, set out to accomplish specific objectives to revitalize the chain and to launch a new leading-edge hotel concept in the upscale select-service segment," Hyatt said in a statement.
Meanwhile, Starwood and NYLO Hotels claimed their properties - with average daily rates ranging between $100 and $135 - offer a modern style at affordable prices. Calling its concept "high-end and highly affordable," NYLO Hotels last month launched the brand, "featuring loft accommodations, innovative design and affordable rates," it said in a statement.
NYLO already has purchase agreements for several sites in the United States and Canada, and expects to break ground on its first property within six months. NYLO executives estimated they will open more than 50 properties by 2010, and plan as many as 200.
The company said each property will offer meeting space and each loft guest room will have free high-speed Internet, a large flat-screen television, CD and DVD players, cordless telephones and a sofa, ottoman, desk and ergonomic chair.
"Today's business travelers demand and deserve hotels that are functional as well as entertaining, comfortable and fun," NYLO president Michael Mueller said in a statement. "NYLO offers the best elements of design, amenities and service found in the leading boutique hotels of the world's major gateway cities. NYLO's efficient and economical new-build prototype is suitable for development on a mass-market basis in suburban, secondary and tertiary markets."
Starwood continues to move forward with the midprice version of its upscale W Hotels brand. Initially launched as Project XYZ this summer
(BTN, June 20) , the company last month named its new brand Aloft, saying it offers "urban-inspired, loft-like guest rooms." The company last month also said the each property will offer "flexible meeting space" and wireless Internet access throughout all public spaces and guest rooms.
Starwood said it will break ground on its first property early next year and expects 500 properties to open by 2012. Initial locations include Cherry Creek, Colo.; Lexington, Mass.; Tucson, Ariz.; Philadelphia Airport and San Francisco Airport.
"We are building on our success and lessons learned from W and reinventing the category," said Starwood CEO Steven Heyer. "Aloft will offer travelers a radical departure and a welcome, refreshing alternative to what's out there. We intend to deliver great style, design and functionality, all at an affordable room rate, with a high comfort quotient."
Meanwhile, Choice Hotels next year will open its first Cambria Suites, its own midprice competitor. The company said it focuses on contemporary design and business-travel-friendly amenities
(BTN, Oct. 3).