Hyatt Hotels Corp has announced the launch of a new dedicated division for its portfolio of lifestyle focused brands.
It will group the lifestyle brands acquired from Two Roads Hospitality, including Alila and Thompson Hotels, together with the Andaz and Hyatt Centric brands.
Frederic Flageat-Simon, former CEO of Two Roads Hospitality Asia, will spearhead the new division’s market positioning and global operations strategy.
He is working with global commercial services to drive operational and financial performance for the lifestyle brands.
Hyatt vice president of global brands Heather Geisler, will focus on enhancing worldwide brand awareness of the division.
Hyatt chief commercial officer Mark Vondrasek said: "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."
Flageat-Simon oversees for the continued integration of the Two Roads brands into the Hyatt brand portfolio.
Two Roads brands Thompson Hotels and Joie de Vivre Hotels have recently been successfully added to the World of Hyatt loyalty programme.
