CHICAGO — Three Hyatt properties are converting to the hotel company’s ‘Centric’ brand: Hyatt Centric French Quarter New Orleans, Hyatt Centric Times Square New York and Hyatt Centric Key West Resort & Spa.

The sixth brand introduced by Hyatt since 2006, Centric is positioned as a full service lifestyle brand designed for both business and leisure travellers. Centric offers centrally located hotels for guests with a ‘spirit of exploration and discovery’, according to the company.

“These hotels mark significant momentum for the Hyatt Centric brand as we continue with our expansion plans and enter prime destinations where we know our guests are travelling,” said Stephen Haggerty, Global Head of Capital Strategy, Franchising and Select Service, Hyatt. “New Orleans, New York City and Key West are ideal markets in which the Hyatt Centric brand can continue its growth and connect with guests in the upper-upscale lifestyle segment.”

Hyatt Centric French Quarter New Orleans was re-branded from Hyatt French Quarter New Orleans on Sept.1. The 487-room Hyatt Centric Times Square New York is expected to re-brand in late October.  And the waterfront Hyatt Centric Key West Resort & Spa is expected to re-brand in early November.

There are currently eight other Hyatt Centric hotels around the globe. Launched in 2015, the Hyatt Centric brand includes hotels in Chicago, San Francisco, Park City, Santa Barbara, Long Beach, Miami, Houston and Montevideo, Uruguay.

The company also expects to open Hyatt Centric Waikiki Beach, Hyatt Centric Barbados, Carlisle Bay and Hyatt Centric Ginza Tokyo by early 2018.