By the Caribbean Journal staff

Hyatt Hotels is launching a new brand in its global portfolio: Caption by Hyatt.

The new “lifestyle” brand aims to “bring people closer together, allowing them to work, eat or socialize in comfortable, flexible, communal spaces that encourage meaningful conversations and connections,” according to a statement from the company.

Most notably, Union Square Hospitality Group, Shake Shack founder Danny Meyer’s company, consulted on the design and curation of the brand’s food and beverage concepts.

“At Hyatt, we believe in the power of personal connection,” said Heather Geisler, vice president of global brands at Hyatt. “By listening to our guests, we know that whether they are traveling alone or with a friend, they are looking to connect with others in an environment that is authentic and approachable. The Caption by Hyatt brand will invite guests and locals alike to hang out, enjoy a cocktail and catch up with a friend, new or old, in a space that is intended for them.”

While Hyatt has not yet announced the first destinations for the brand, Jim Chu, global head of development for Hyatt, said the brand was meant to be a “global growth driver” in “dense urban markets, emerging neighborhoods and high-foot-traffic areas.”

In the Caribbean, bustling urban centers like San Juan, Santo Domingo or Cartagena would seem like potential fits at first glance; indeed, San Juan and the rest of Puerto Rico boast the most diverse Hyatt portfolio of any Caribbean destination. 

“We believe the brand is primed for strong growth as it can flex and adapt to suit the needs of different locations and markets and can offer a more sustainable approach to design and operations,” Chu said.

— CJ