Quote:
Originally Posted by bon_vivant
I think it's Hyatt's trendy boutique brand. Geared towards the hipster crowd.
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Each of the big chains has some version of this concept. Hilton has Spark, Starwood/Marriott has Moxy. Alt is basically the same idea.
The idea is typically an urban location, smaller but boldly designed rooms, with bar/lounge spaces integrated with the lobby area, often with some sort of nightlife type programming (e.g. DJ nights) and a grab-and-go convenience store during the day.
Typically no pool, no free parking (and perhaps no onsite parking at all), no room service or full-service restaurant. Even little amenities are skimped on (e.g. often no iron or ironing board). Check-in may be via a tablet or app, so limited front desk staff. Some have alternating-days or by-request housekeeping.
Target market is usually short-stay millennial/gen-z personal travellers. Competes against airbnbs as much as other hotel chains.