Hyatt Exec Explains Soft Brand Strategy With Boutique Luxury Hotels

Hyatt Hotels said Wednesday it plans to open more than 50 luxury and lifestyle properties globally by 2026. But perhaps more intriguing is how the Chicago-based hospitality giant is courting fiercely independent hoteliers who traditionally shy away from affiliating with big chains.

“[Some hotel owners] want the distribution, they want the resources, but they don’t want their guests to know that they’re affiliated with Hyatt,” said Katie Johnson, global…