Hyatt Centric, a lifestyle hotel brand that inspires destination exploration and discovery for millennial-minded travelers, today (November 9, 2018) announces a new music collaboration that will bring immersive experiences to its hotels and guests through the power of music. Through new brand collaborations with key players in the music industry, Sofar Sounds and Spotify, Hyatt Centric hotels are connecting guests to the local music experience – both inside and outside the hotel – as a means to fully discover a destination. New Hyatt Centric brand experiences available in 2018 will include highly curated, secret Sofar Sounds concerts at select hotels and Spotify-streaming playlists inspired by global Hyatt Centric hotel destinations.

“Since 2015, the Hyatt Centric brand has catered to savvy explorers who are curious-minded and hungry for authentic experiences,” said Heather Geisler, vice president, full-service global brands, Hyatt. “With the brand’s Sofar Sounds and Spotify collaborations, we are giving guests, World of Hyatt members, and global travelers new ways to discover Hyatt Centric hotel destinations through musical experiences, inside and out of the hotels. With our brand’s new music platform, we will offer exclusive and curated access to emerging artists who best define a destination.”