Everything You Need to Know About the Standard International Hotel Group Joining Hyatt

Can cool and conglomerate coexist—and even thrive—when it comes to edgy lifestyle brands and massive hotel parent companies?

Hyatt and Standard International will be the latest experiment to see if lifestyle hotels can succeed after an acquisition, following Hyatt's previous purchases of Dream Hotel Group and Two Roads Hospitality, which brought in brands like Thompson Hotels and Alila.

Competitors such as Hilton have recently acquired lifestyle hotel brands like Graduate and NoMad, while Accor took a majority stake in the lifestyle hotel group Ennismore (owner of The Hoxton) in 2021. IHG Hotels & Resorts made a significant move in 2015 by acquiring Kimpton Hotels & Restaurants, often credited as the pioneer of the boutique-turned-lifestyle hotel trend.

Lifestyle brands resemble celebrities in that their star power can shine brightly one moment and fade the next. While brands like W and Kimpton may have faced some challenges in sustaining their appeal, Standard continues to shine and make headlines 25 years after it first opened in West Hollywood.

Hyatt's upcoming acquisition of Standard encompasses The Standard, The StandardX, Bunkhouse Hotels, The Peri Hotel, and The Manner brands, boasting a diverse global footprint. While the integration into the World of Hyatt network may take some time, here’s what you need to know about these exciting brands joining the Hyatt family.

The Standard

Referring to Standard International's trend-setting flagship as the "grande dame" of the collection feels a bit off. Celebrities like Madonna and Billie Eilish frequently grace the brand's The Standard, High Line in Manhattan, making it stand apart from its future counterparts in Hyatt's New York presence. The Standard truly epitomizes the lifestyle hotel experience, with its lively bars such as Le Bain and renowned restaurants like The Standard Grill, often garnering as much, if not more, attention than the rooms themselves.

This lifestyle hotel concept goes beyond its High Line and East Village locations in New York City. While the original West Hollywood site has closed, there are currently eight Standard hotels available globally. The brand’s vibrant aesthetic captivates travelers from London to Miami and Bangkok. More Standard hotels are on the horizon for cities like Singapore, Lisbon, and Dublin.

Every Standard property boasts an impressive lineup of bars and restaurants, each striving to be the most sought-after spot in town. The rooms and suites are relaxed yet lean towards the luxurious side of the lifestyle hotel scene. Additionally, the friendly staff adds to the appeal, making you feel like you've made a new friend in an exciting destination. In my opinion, Hyatt is making a significant impact with its acquisition of The Standard brand, as these hotels are remarkably better maintained than some of the older Dream Hotels I've stayed at.

The StandardX

One of the latest additions from Standard is The StandardX, a "rebellious younger sibling" to The Standard, much like Tommie is to Thompson Hotels. This more budget-friendly brand launched in Melbourne, Australia, this year, with plans for expansion into unique cultural neighborhoods worldwide.

"[The StandardX hotels] will be located in neighborhoods we believe are perfect for this new brand," said Standard International CEO Amber Asher in a recent interview with TPG. "Our goal isn’t just to expand the brand; we aim to create it to connect with specific neighborhoods and explore unique experiences."

Though StandardX shares a similar ambiance with its predecessor, guests can look forward to a more streamlined experience at a friendlier price point. Expect cozy rooms that are still roomier than those at competitors like Marriott's Moxy or Ennismore's The Hoxton, along with bars and restaurants that resonate with the local vibe. Introductory rates for The StandardX in Melbourne began at $168 per night.

Prior to the launch of StandardX, Asher highlighted neighborhoods such as Brooklyn in New York, East Austin in Texas, and Shoreditch in London as ideal locations for The StandardX. The next property, The StandardX, Bangkok Phra Arthit, is set to open in Bangkok's Old Town area. Cities that may not accommodate The Standard’s pricing could also be suitable for The StandardX.

The Peri Hotel

For Standard International enthusiasts in Asia, The Peri Hotel offers an "inviting and family-friendly style" that caters to them, currently operating in two locations in Thailand. Focused on leisure, these properties are situated in the beach hotspot of Hua Hin and near Khao Yai National Park. An urban Peri is also on the way, set to open soon in Bangkok, as noted on the Standard International website.

Guests will find rooms designed with a simple, clean, and vibrant aesthetic. Amenities feature specialty bars and restaurants that embody the local character—think surf lodge vibes in Hua Hin versus a mountain lodge ambiance in Khao Yai.

For price comparisons: Entry-level nightly rates at The Peri Hotel in Hua Hin are expected to average around $64 next month, while those at The Standard, Hua Hin (one of the most budget-friendly options in The Standard network) start at $94.

Bunkhouse Hotels

One of the more unexpected growth avenues for Standard International is a brand you might not know well. Bunkhouse Hotels serves as the company’s platform for smaller hotels across states like Texas, California, and Kentucky, as well as in Mexico. These lifestyle hotels range from converted motels to chic boutique accommodations in areas that may not support a full-scale Standard yet still enjoy a vibrant atmosphere.

"There are remarkable cultural aspects in many smaller cities that aren't typically gateway markets," Asher shared with me in an interview last summer. "Many creative individuals have relocated to these cities where life is generally less stressful, presenting a significant opportunity."

Typically, Bunkhouse properties feature between 14 and 120 rooms, each maintaining a distinct brand identity. In Austin alone, you can find five Bunkhouse hotels: Austin Motel, Carpenter Hotel, Hotel Magdalena, Hotel Saint Cecilia, and Hotel San Jose.

"I believe one of the largest untapped markets remains in managing smaller hotels, as there are numerous independently owned properties, including family-run hotels in Asia and across the U.S.," Asher noted.

The Manner

Generating considerable excitement before its opening is The Manner, a forthcoming luxury concept that Standard is launching in New York City's SoHo district. While specifics are scarce, the company’s development website highlights that the brand embodies "the generosity, discretion, and ease of staying with friends in New York's trendiest neighborhood"—implying an experience akin to visiting a friend with a flair for stylish design.

A Women's Wear Daily feature on the soon-to-debut hotel describes The Manner as the more mature sibling of The Standard, suggesting a refined atmosphere with an enhanced focus on detail and service. The property will include exclusive spaces for guests to enjoy cocktails and rooftop coffee, along with restaurants open to the general public.

How this all integrates with Hyatt and beyond

There is a prevailing sentiment in the industry that smaller, trendy hotel brands like Standard International are destined to be absorbed by larger conglomerates such as Hyatt, Hilton, and Marriott. However, the future dynamics after such acquisitions remain somewhat unclear.

Skeptics in the industry might argue that these large conglomerates are where creativity goes to fade. However, newly acquired lifestyle brands are increasingly being granted independence, as some parent companies seem to understand the need for a fresh creative strategy to keep their brands appealing.

Standard has more brands to integrate than many other lifestyle competitors, so it will be interesting to see whether Hyatt retains all of them or if some are absorbed into softer brands like JdV by Hyatt and the Unbound Collection.

In the meantime, it will be fascinating to observe what unfolds over the next few years beyond the confines of major hotel chains.

Are they all simply biding their time to be acquired and gain access to substantial loyalty networks? Or will a new generation of hoteliers reminiscent of Ian Schrager and Bill Kimpton rise to take advantage of emerging opportunities?