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Hyatt Centric on a roll in 2017

Hyatt's lifestyle brand Hyatt Centric is booming. Only two years old, the nascent boutique hotel chain has become immensely popular, and in February Hyatt announced its intention to expand its properties by almost double by 2019.

Steve Haggerty, global head of capital strategy and franchising, says, "Since its launch in 2015, the Hyatt Centric brand has proven to be one of our fastest-growing lifestyle brands. Our aggressive expansion plans for the brand were born out of a need to increase our brand presence where our guests travel most, and the hotels in the Hyatt Centric brand pipeline will allow us to meet that need and further connect with millennial-minded guests in the upper-upscale lifestyle segment."

 The 4-star chain, which sites its hotels at the centre of prime destinations, has celebrated openings in Waikiki Beach, Arlington and Chicago in recent months, and just opened its newest offering in the enviable location of Times Square, New York. The 487 room conversion overhauled an existing Hyatt hotel, giving it the Centric makeover to include the Marilyn Monroe Spa and Drybar Buttercup Blow-Dryers, appealing to travelers seeking a unique hotel experience.