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Caption by Hyatt Brand Takes New Approach to Select Service

136-Room Caption by Hyatt Beale Street Memphis To Debut This Summer
The Caption by Hyatt Beale Street Memphis in Memphis, Tennessee, will feature 136 guestrooms. (Caption by Hyatt)
The Caption by Hyatt Beale Street Memphis in Memphis, Tennessee, will feature 136 guestrooms. (Caption by Hyatt)
Hotel News Now
June 8, 2022 | 1:18 P.M.

The newest lifestyle brand from Hyatt Hotels Corp. is set to debut this summer in Memphis, Tennessee, with a renewed focus on the brand's positioning.

The Caption by Hyatt brand was first introduced in 2019 in the upscale, select-service segment. It is designed "to be an open space for the community and travelers of all types," Crystal Vinisse Thomas, vice president and global brand leader for Hyatt’s luxury and lifestyle portfolio, said in an email interview.

Caption is Hyatt's first brand concept to combine the design and comfort of an upscale, lifestyle-forward hotel with the flexibility and self-guided options of a select-service property, she added.

The brand recently announced its first property will open in late June with the 136-room Caption by Hyatt Beale Street Memphis.

The property will be part of Carlisle's $400 million, multi-phase, mixed-use development project called One Beale, which will include three Hyatt-branded hotels: Caption by Hyatt, Grand Hyatt and Hyatt Centric.

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When brands say "the people make the place," Vinisse Thomas said Caption by Hyatt means that.

"No matter who you are, or where you’re from, we have a space for you; the hotel and the community should serve each other. We believe the travelers aligned to this concept aren‘t necessarily of a specific demographic but have a similar mindset, one that supports and connects with brands — even down to the companies they work for — that are aligned with their own lifestyle and values," she said.

Renewal of Brand's Focus

Caption by Hyatt launched just a few months before the global COVID-19 pandemic began, but luckily many of the processes and practices that hotels across the industry started to introduce during the pandemic were already a part of the brand fabric in 2019, Vinisse Thomas said.

As it introduces its first property this year, the Caption by Hyatt team has a renewed focus on how they're further honing the brand's positioning.

Some principals remain, however. Before the pandemic, Vinisse Thomas said the goal was always to provide a convenient and frictionless guest experience.

"We were and are continuing to be forward-thinking in how we approach providing an experience that is meaningful and, ultimately, one that aligns with their values," she added.

Amenities such as mobile key and mobile-order food service are two examples of Caption's streamlined guest experience.

Vinisse Thomas said the Caption by Hyatt team continues to listen to guests and members as it molds the brand.

"We found that the focus on the local community, streamlined technology, commitment to sustainability and emphasis on [diversity, equity and inclusion] are really resonating with today's travelers," she said. "Grounded in caring for people and place and creating connections between them, we are committed to hiring diverse and local talent, vendors, artisans and suppliers."

Food and Beverage Not an Afterthought

Food and beverage programs at select-serivce hotels are often an afterthought, she said. However, Caption by Hyatt is bringing food and beverage front and center.

Each Caption by Hyatt hotel, including the Memphis property, will feature a "Talk Shop," which is designed to be an "all-day hangout for everything you need and crave."

"We wanted to create a fun, community-driven space where guests can hang out, work, socialize. The menu will feature locally inspired all-day fare and will serve as the vibrant social hub of every Caption by Hyatt hotel, and I hope ultimately of each community it's in," Vinisse Thomas said.

The Caption by Hyatt Beale Street Memphis specifically will partner with local craft brewers and activate a steady stream of events, which will be housed in the Talk Shop, and is open to both guests and community neighbors.

Projects in the Pipeline

Vinisse Thomas said the larger growth trajectory for the Caption by Hyatt brand centers on openings in global metropolitan markets.

Additional projects in the pipeline include the Caption by Hyatt Shanghai Zhongshan Park scheduled for early 2023, Caption by Hyatt Namba Osaka in 2024, Caption by Hyatt Kabutocho Tokyo in 2025 and Caption by Hyatt Ba Son Saigon in 2025.

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