Hyatt is preparing to make a play at the short-term private home rental market with a new brand: Homes & Hideaways, to be revealed soon through its loyalty program. To launch initially in the US, the platform will have an international rollout at a later time.
Rival hospitality giant Accor has been in the same space for years with its brand Onefinestay, and Mandarin Oriental entered the segment last year with Mandarin Oriental Exclusive Homes. They compete against the biggest operator in the space, Airbnb.
Hyatt says the new brand will provide members access to a unique collection of short-term private home rentals “giving even more meaningful ways for World of Hyatt members to unlock flexible travel experiences”.
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The concept will launch in the United States offering short-term private home rentals from beachfront escapes to mountainside ski chalets, expansive villas, country chateaus, cozy cottages, modern townhouses, apartments, flats, penthouses and more. The rental program will offer a new way for members of World of Hyatt to earn and redeem points beyond the traditional hotel stay.
“The planned launch of Homes & Hideaways by World of Hyatt reinforces Hyatt’s commitment to providing more flexible stay experiences to suit the travel needs of every guest. The focus on the premium vacation rentals segment will allow members to unlock access to residential rental accommodations across the United States in key travel destinations like Hawaii, Colorado, and more, with plans to grow the platform globally,” the hotel company said.
Amy Weinberg, Senior Vice President, brand, loyalty & data, Hyatt said: “We are committed to evolving access to the type of accommodations World of Hyatt members are seeking that go beyond our hotels – from a large family who travels together or guests looking to work from anywhere for an extended period of time.
“Homes & Hideaways by World of Hyatt brings a unique collection of curated homes which increases Hyatt’s home offerings and expands new ways and new places where we can extend care to members.”
Leading up to the launch of Homes & Hideaways by World of Hyatt, Hyatt has identified a highly qualified company, Lowe, that, through an affiliate, will purchase and operate the existing vacation rental management business that is currently branded Destination Residences Management.
Homes & Hideaways by World of Hyatt member benefits will include earning points and tier-qualifying night credits on stays, as well as standard tier bonuses, and the ability to redeem points for stays at home rental properties.
