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Hyatt launches a new MOXY-style hotel brand, Caption

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Hyatt has launched a new brand, Caption By Hyatt.

It was accompanied by what is clearly – with three months still to go – the most OTT press release of the year.  If I tell you that the headline was “A New Brand Designed To Inspire Personal Connection” and that it just got worse from there …….

Cutting through a rainforest of guff, you can expect:

Small rooms (“the efficiency and flexibility of select service, while creating a compelling lifestyle experience that ….  results in superior revenue opportunities”)

Caption by Hyatt

A large lobby (“sparking conversation and giving guests and locals alike no choice but to stay awhile”) – see image above

A large multi-purpose cafe, market and bar (“a conversation-worthy food and beverage concept”)

It’s a copy of Marriott’s MOXY, basically.

There’s nothing wrong with MOXY.  I like MOXY – see my review of the MOXY London Excel hotel here – but it would be nice if Hyatt had just said “we like MOXY and we’re copying it”.

Oddly there is no announcement of any launch property, although you would assume that Hyatt has already made some signings.  If not, we could be waiting 3-4 years to try Caption.

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