Hyatt Hotels Corporation has recently announced a lifestyle division that brings together Hyatt Hotels and Two Roads Hospitality’s lifestyle brands. The brands include Andaz, Hyatt Centric, and more.  Frederic Flageat-Simon, former CEO of Two Roads Hospitality Asia is working with the Global Commercial Services organization to enhance the operational and financial side for the lifestyle brands. Heather Geisler, vice president of global brands, will focus on driving global brand awareness.

“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. “We will leverage Heather’s global full-service brand expertise with Two Roads’ brand strength and successes in the lifestyle sector while leaning in on the broader benefits of Hyatt like our World of Hyatt loyalty program to provide our guests with more choices for each unique stay experience.”

s Americas Group President, Pete Sears stated,“A seasoned leader with hospitality experience that spans the globe, Frederic has fused passion, creativity and innovation together throughout his career. Responsible for operating Hyatt’s lifestyle brands, taking them to an even greater level of success, and driving a pipeline that will benefit both guests and owners, Frederic is an exceptional appointment for the organization. He will continue to cultivate our vision of providing best-in-class offerings for guests at our lifestyle hotels throughout the world.”

Hyatt is going to invest in the growth of this lifestyle sector due to the acquisition of Two Roads Hospitality. This will expand globally and will lead to a fast-growing lifestyle brand.

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