Hyatt Hotels Corporation recently marked the commencement of construction for Caption by Hyatt Chattanooga in Tennessee, scheduled to launch in early 2026. Developed by 3H Group Inc. through a franchise agreement with Hyatt, this hotel in Chattanooga will blend the sophisticated design and luxury of an upscale lifestyle hotel with the convenient self-service features of a select-service property. Building on the success of its inaugural property in Memphis, Tenn. in 2022, the Caption by Hyatt brand is primed for expansion into several prominent markets this year, both domestically and globally.
“We are thrilled to collaborate with 3H Group on Caption by Hyatt Chattanooga and look forward to bringing this exciting concept to the vibrant downtown area – the first Hyatt hotel in Chattanooga,” said Jim Tierney, senior vice president of development, Hyatt. “The Caption by Hyatt brand presents a compelling proposition for both developers and guests, offering a distinct hotel product that combines the lifestyle elements that guests crave with the operational efficiency of a select-service property. The Chattanooga hotel is the ideal location for the brand, set in a dense residential area with high foot traffic where the property can create a welcoming meeting place for the community.
The upcoming Caption by Hyatt Chattanooga will be nestled in downtown’s vibrant Southside neighborhood, renowned for its chic eateries, bars, and the popular Chattanooga Market. With 123 rooms, this hotel aims to be a hub for both tourists and locals. It will showcase the brand’s Talk Shop, an all-day dining and beverage concept that doubles as a lively welcome area. Additionally, there will be a rooftop bar and meeting space for guests to enjoy.
Visitors can look forward to the brand’s signature high-quality, modern design, and innovative self-service amenities. Caption by Hyatt hotels are known for their 24-hour market, dedicated areas for work, relaxation, and dining. Embracing a philosophy of caring for people and their surroundings while fostering connections, the Caption by Hyatt brand is dedicated to hiring diverse talent and supporting local vendors, artisans, and suppliers. They also celebrate the diverse communities they join.
“Our decision to continue our collaboration with Hyatt stems from their unwavering commitment to understanding the needs of both owners and guests,” said Hiren Desai, president and CEO of 3H Group, Inc., the owner of the Chattanooga property. “Caption by Hyatt is an innovative brand, and that approach, coupled with its flexible design and focus on guest experience makes it an attractive addition to our portfolio. We’re excited to bring the vibrant energy of the first Caption by Hyatt hotel to our hometown of Chattanooga and look forward to enriching the local hospitality landscape.”
In addition to Caption by Hyatt Chattanooga, 3H Group, Inc. has inked several franchise agreements with Hyatt, including the pioneering Hyatt Studios hotel in Mobile, Alabama. This project commenced construction last year and is slated for an early 2025 opening.
The Caption by Hyatt brand is set to expand its footprint significantly in both domestic and international markets in the coming years. Alongside the Memphis and Chattanooga sites, the brand is eyeing California with Caption by Hyatt Roseville in partnership with LRE & Companies and American Hospitality Services, Inc., as well as Caption by Hyatt Sacramento in collaboration with Presidio Hotel Development LLC and 29th Street Capital (expected to open in 2026). Internationally, properties like Caption by Hyatt Zhongshan Park Shanghai (China) and Caption by Hyatt Namba Osaka (Japan) are set to debut this year. In 2025, Caption by Hyatt Saigon (Vietnam) and Caption by Hyatt Sydney Capitol Square (Australia) are also on the horizon.
Part of Hyatt’s prestigious Boundless Collection of luxury and lifestyle brands, the Caption by Hyatt brand joins Hyatt’s robust lineup of select-service brands such as Hyatt House, Hyatt Place, and Hyatt Studios. Beyond the Caption by Hyatt brand’s growth, Hyatt boasts a substantial pipeline of 127,000 rooms globally as of the end of 2023, leading the industry in net rooms growth for seven consecutive years. The World of Hyatt loyalty program has witnessed remarkable growth, quadrupling its membership in the last five years. With a 22% surge in membership compared to 2022, the program now boasts 44 million members worldwide, solidifying its status as the fastest-growing loyalty program in the industry.
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