Can cool and conglomerate coexist — let alone thrive — when it comes to edgy lifestyle brands and multibillion-dollar hotel parent companies?
Hyatt and Standard International will be the latest test over whether lifestyle hotels can flourish post-acquisition, following Hyatt's earlier takeovers of Dream Hotel Group and Two Roads Hospitality (which delivered the company brands like Thompson Hotels and Alila).
Competitors like Hilton acquired lifestyle hotel brands Graduate and NoMad in the last year, Accor took a majority stake in lifestyle hotel group Ennismore (owner of The Hoxton) in 2021, while IHG Hotels & Resorts made a splash in 2015 when it acquired Kimpton Hotels & Restaurants — seen as the originator of the boutique-turned-lifestyle hotel concept.
Lifestyle brands are a lot like celebrities: Their star power can grow brighter just as fast as they fade out. But whereas brands like W and Kimpton may have hit a few stumbles here and there in terms of maintaining their star wattage, Standard continues to high kick and grab headlines 25 years after first opening in West Hollywood.
Hyatt's upcoming Standard acquisition includes The Standard, The StandardX, Bunkhouse Hotels, The Peri Hotel and The Manner brands, which have a global presence (some more than others). While you'll be waiting a bit for these brands to integrate into the World of Hyatt network, here's what you need to know about each of the upcoming brands entering the Hyatt ecosystem.
It's probably insulting to consider Standard International's cooler-than-cool namesake brand the "grand dame" of the whole enterprise. Everyone from Madonna to Billie Eilish continues to show up to perform or just hang out in the brand's The Standard, High Line, location in Manhattan — so this isn't exactly like any of its soon-to-be-siblings in the Hyatt orbit elsewhere in New York City. The Standard is the pinnacle of the lifestyle hotel orbit, as its bars like Le Bain and restaurants like The Standard Grill are buzzed about just as much, if not more so, than the guest rooms upstairs.
But this is a lifestyle hotel concept that extends beyond its High Line and East Village branches in New York City. While the original West Hollywood location is no longer, there are currently eight options to check in at a Standard around the world. The brand's colorful aesthetic wins over global jet setters, from London and Miami to Bangkok. Additional Standard hotels are in the works for cities like Singapore, Lisbon and Dublin.
Each Standard property comes with a hefty bar and restaurant line-up that each seems to have a simple requirement: Be the hottest ticket in town. Rooms and suites are unpretentious, albeit on the more luxurious end of the lifestyle hotel
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London is in its global hotel brand era: In the last year, it’s added a Raffles, a Peninsula and a second Mandarin Oriental; a Waldorf Astoria, a St. Regis and a Six Senses are on their way. This new guard is taking over historical icons and throwing up gleaming towers, and it’s upping the ante on amenities, too. A posh afternoon tea is no longer enough, it seems; now, five-stars come with signature scents, subterranean spas, museum-worthy art and long-stay residences. Rooftop bars, a rarity here a decade ago, are now seemingly obligatory (Bar 33 at the Emory wins for views, with everything from Big Ben to Battersea Power Station in its sights). But there’s still room for the occasional independent hotel, like the Broadwick, a maximalist love letter to the owner Noel Hayden’s hotelier parents and the creative Soho of the ’90s in which he came of age. “It’s a bit of a sensory overload,” Hayden says. Naturally, there’s a rooftop bar there, too.
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Hyatt Hotels said Tuesday it planned to buy the brands of Standard International, owner of 21 open hotels across five hospitality brands, including the luxury lifestyle brand The Standard.