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Hyatt to Launch Lifestyle Division

New team will pave the way

Boutique Design

Hyatt Hotels Corporation is set to launch its new lifestyle division, which will bring together brands from the hotelier as well as ones acquired from Two Roads Hospitality. The brands in the division include Andaz, Alila, Hyatt Centric, Joie de Vivre Hotels, Thompson Hotels and tommie.

Frederic Flageat-Simon, former ceo of Two Roads Hospitality Asia, now global head of lifestyle operations, is responsible for developing the global operations strategy for Hyatt’s new lifestyle division, working in partnership with the Global Commercial Services organization to drive enhanced operational and financial performance for the lifestyle brands. Heather Geisler, vice president of global brands, is focusing on driving global brand awareness around Hyatt’s lifestyle division brands. The first of its kind for Hyatt, this new cross-functional division centers on the development, positioning, and execution of Hyatt’s lifestyle portfolio.

Flageat-Simon will be based in Chicago and report to Pete Sears, Hyatt’s Americas group president. He will be responsible for the continued integration of the Two Roads brands into the Hyatt portfolio. Geisler will work closely to cultivate and refine the lifestyle brands and grow the segment.

Photo of Galleria Park Hotel: Courtesy of Joie de Vivre Hotels