Hyatt carves out dedicated lifestyle division

Alila Yangshuo

Following its acquisition of Two Roads Hospitality late last year, Hyatt Hotels has announced the launch of a new dedicated lifestyle division that brings together Hyatt’s and former Two Roads Hospitality’s lifestyle brands, including Andaz, Hyatt Centric, Alila, Hyatt Centric, Joie de Vivre Hotels, Thompson Hotels and tommie.

“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 Mark Vondrasek, chief commercial officer, Hyatt.

Alila Yangshuo

The move is the first of its kind for Hyatt, this new cross-functional division centres on the development, positioning and execution of Hyatt’s lifestyle portfolio.

Frederic Flageat-Simon, former CEO of Two Roads Hospitality Asia, has been installed as the global head of lifestyle operations.

Based in Chicago and reporting to Hyatt’s Americas group president, Pete Sears, Flageat-Simon is responsible for the continued integration of the Two Roads brands into the Hyatt portfolio, and developing the global operations strategy for Hyatt’s new lifestyle division.

Heather Geisler has also been named vice president of global brands, and she will be responsible on driving global brand awareness around Hyatt’s lifestyle division brands.

Flageat-Simon and Geisler will work closely to cultivate and refine the lifestyle brands and grow this business segment. They will also collaborate 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.

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