Hyatt continues testing paid breakfasts at select U.S. properties

"Over the last few years, we have continually evolved the Hyatt Place breakfast experience to care for our most valued guests.

Leading with a test and learn approach, and with care and creativity in mind, we are embracing the Hyatt Place brand spirit of experimentation and responding to guest and member feedback, as well as evolving global market considerations as we test around Hyatt Place breakfast.

As we focus to reward our elite World of Hyatt loyalty members and aspire to offer additional quality breakfast options, we are working to test rate options that include and don’t include breakfast at a limited number of Hyatt Place hotels in the U.S., ranging from urban, suburban and airport hotels.

Following the pilot, we plan to analyze guest feedback, among other considerations, to identify an evolved Hyatt Place breakfast offering at U.S. hotels moving forward."

The test continues without a clear picture of what the "evolved Hyatt Place breakfast offering" will look like—whether it will be better or worse or whether it will be bundled in the rate or charged à la carte. The outcome seems dependent on market conditions.

The data gathered from this test may be skewed because people currently book Hyatt Place properties expecting included breakfast due to brand association. It remains unclear if bookings are affected after experiencing these changes during their stay. The evolution of the breakfast itself has seen improvements recently compared to five years ago but is still not up to par with offerings from a decade ago.