Hyatt Plans Three Hyatt Centric Hotels in Memphis and Nashville, Tennessee and Austin, Texas

USA, Chicago, Illinois. April 18, 2019

Hyatt Hotels Corporation (NYSE: H) announced today strong U.S. growth for its Hyatt Centric brand portfolio, including development plans to build Hyatt Centric hotels in downtown Memphis, Tenn., downtown Nashville, Tenn., and downtown Austin, Texas. Designed for a growing segment of savvy explorers seeking shareable moments to inspire others, the Hyatt Centric brand currently has 26 properties across 11 countries, including Chile, France, India, Japan, Spain and more.

"We couldn't be more pleased to see the Hyatt Centric brand grow and offer millennial-minded guests an opportunity to explore dynamic domestic destinations," said Vice President, Global Brands, Heather Geisler. "Within the walls of each new property, guests will find a social space to connect with others and a launch pad to go out and explore all that the community has to offer."

The 227-room Hyatt Centric Beale Street will be developed through a joint venture between affiliates of Hyatt and Carlisle Hotels, Inc. The hotel will be developed within Carlisle's One Beale Street mixed-use project, to be located at the intersection of Beale Street and Front Street, just one block east of the Mississippi River and Riverside Drive. In addition to 227 guestrooms, Hyatt Centric Beale Street Memphis will feature a rooftop lounge, offering breathtaking views of the city's skyline and Mississippi River, as well as a ground floor lobby containing the hotel restaurant, bar and fitness center. Just off the lobby, guests will also enjoy an open-air courtyard with an outdoor swimming pool and fire pit, plus more than 14,000 square feet of meeting and event space located on the other side of the courtyard within the historic Wm. C. Ellis & Sons Ironworks and Machine Shop. Hotel construction is slated to begin in the second quarter of 2019, with an anticipated opening date by the end of 2020. Local Memphis design house, HBG Design, has been engaged for the hotel project.

Hyatt also announced a joint venture with C. B. Ragland of Nashville to develop Hyatt Centric Downtown Nashville, a 252-room new build with a restaurant, bar, amenity deck with a rooftop pool, 4,500 square feet of meeting and event space and 4,000 square feet of leasable retail space. Expected to open in Q2 2021, the hotel will be managed by Hyatt. Hyatt Centric Downtown Nashville will be located within the entertainment district of Music City, one block from Ascend Amphitheater, three blocks south of the city's famed lower Broadway and four blocks from Bridgestone Arena and Nissan Stadium. Adventurous guests will be within walking distance of the Schermerhorn Symphony Center, Tennessee Performing Arts Center and the Ryman Auditorium.

The 233-room Hyatt Centric hotel in downtown Austin will be a new build, wholly owned by Hyatt. Centrally located on Congress Street, the hotel is expected to open in mid-2020 and will be near the State of Texas capitol building. A passionate team with local expertise will recommend to guests shareworthy experiences all along Congress Street, a must-stroll for visitors and locals alike.

"We are excited to introduce the ‘in-the-now' Hyatt Centric brand to the iconic southern cities of Memphis, Nashville and Austin, connecting guests to the heart of the action so they never miss a moment of adventure," said Stephen Kallaher, vice president, corporate development, Hyatt. "Hyatt looks for locations that are consistent with its objective to grow in strategically diverse destinations where our guests want us to be. These dynamic, historic cities certainly accomplish that goal, and great developers like Carlisle and C.B. Ragland will help make our Memphis and Nashville projects even more special. With the three new Hyatt Centric hotels, we look forward to offering new and distinct lifestyle hotel experiences to the residents and visitors of these cities, World of Hyatt members and Hyatt's loyal group of meeting and event planners."

These developments are in addition to recently announced Hyatt Centric hotels in Los Angeles' Koreatown neighborhood, near Rittenhouse Square in Philadelphia and near downtown Portland, Ore. Further expanding the Hyatt Centric brand's global footprint, these developments will join newly open hotels in Midtown Atlanta; Bangalore, India; Goa, India; Lima, Peru; Brickell, Miami; and Santiago, Chile.

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Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.