Hyatt Hotels Corporation has announced a new dedicated lifestyle division, which brings together Hyatt’s and former Two Roads Hospitality’s lifestyle brands, including Andaz, Alila, Hyatt Centric, Joie de Vivre Hotels, Thompson Hotels and tommie.
The first of its kind for Hyatt, this new cross-functional division centres on the development, positioning, and execution of Hyatt’s lifestyle portfolio.
Global head of lifestyle operations, Frederic Flageat-Simon is responsible for developing the global operations strategy for Hyatt’s new lifestyle division, working in partnership with the Global Commercial Services organisation to drive enhanced operational and financial performance for the lifestyle brands. Also announced as part of the lifestyle division organisation was vice president of global brands, Heather Geisler, who is focusing on driving global brand awareness around Hyatt’s lifestyle division brands.
“With the introduction of a dedicated lifestyle division, we’re able to dive deeper into our guests’ preferences and further carve out Hyatt’s role in this important segment,” said chief commercial officer, Hyatt, Mark Vondrasek. “We will leverage Heather’s global full-service brand expertise with Two Roads’ brand strength and successes in the lifestyle sector while leaning in on the broader benefits of Hyatt like our World of Hyatt loyalty program to provide our guests with more choices for each unique stay experience.”
Bringing together the strengths and talent of the combined portfolio, Flageat-Simon and Geisler will work closely to cultivate and refine the lifestyle brands and grow this business segment. They will also collaborate broadly with the Commercial Services organisation on key commercial brand functions, including digital strategy, loyalty, sales and wellbeing, driving a heightened focus on the sustained growth of Hyatt’s lifestyle portfolio. Recently, former Two Roads brands Thompson Hotels and Joie de Vivre Hotels were successfully integrated into the World of Hyatt loyalty programme, a testament to the strength of Hyatt’s collaborative and seamless process.
Hyatt is investing in the growth of its lifestyle sector with the recent acquisition of Two Roads Hospitality, including the robust pipelines of the Thompson Hotels and Alila brands, the expansion of Andaz hotels throughout Europe and Asia, and the explosive global development of Hyatt Centric, which is Hyatt’s fastest-growing lifestyle brand.