Hyatt Hotels Corporation opened its newest Hyatt Studios property in Huntsville, Alabama, on December 17, 2025. The 120‑suite hotel, developed in partnership with 3H Group, corrects the earlier misstatement that the property had 70 rooms. The opening adds a significant asset‑light property to Hyatt’s Essentials portfolio, which now includes 70 total Hyatt Studios deals and more than 20 new Hyatt Select deals this year.
The launch underscores Hyatt’s focus on the upper‑midscale, extended‑stay segment, a key driver of the company’s asset‑light transformation. By adding a new property in a high‑growth market, Hyatt strengthens its distribution network and deepens engagement with the World of Hyatt loyalty program, which is a primary source of direct bookings and fee‑based revenue.
Huntsville’s rapid expansion—fuelled by aerospace and technology companies, the U.S. Space Command relocation, and a growing tech‑centered workforce—creates a robust demand for extended‑stay accommodations. The city’s economic momentum makes the new Hyatt Studios a strategic fit for travelers who need flexible, home‑like lodging while working on long‑term projects.
"Hyatt is hyper‑focused on elevating the guest experience within the Essentials portfolio and deepening engagement with our 61 million World of Hyatt members," said Jason Ballard, Global Brand Leader for Essentials. "The Huntsville opening demonstrates our commitment to delivering high‑quality, value‑oriented stays in markets that are underserved by traditional hotel brands.”
The new property supports Hyatt’s goal of achieving over 90 % asset‑light earnings by 2027. With a 120‑suite footprint, the hotel is expected to generate substantial management and franchise fees while keeping capital intensity low. The expansion also positions Hyatt to capture a larger share of the growing extended‑stay market, which is projected to outpace traditional hotel growth in the Southeast.
Other extended‑stay options in Huntsville include a 90‑room Marriott Executive Apartments and a 80‑room Hilton Garden Inn. Hyatt’s Hyatt Studios differentiates itself with a focus on modern, home‑like amenities, a flexible check‑in/check‑out policy, and integration with the World of Hyatt program, giving it a competitive edge in a market that is increasingly demanding value and flexibility.
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