Hyatt Centric, a lifestyle hotel brand, has announced a new music collaboration that will bring immersive experiences to its hotels and guests through the power of music. Through the new brand collaborations with 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. Sofar Sounds has made its name by curating secret concerts in everyday spaces around the world, ranging from living rooms to retail shops. Hyatt Centric is teaming up with the concert-curating company to bring the secret concert concept to a wider audience of curious Hyatt Centric hotel guests at select hotels around the globe. Hyatt Centric’s collaboration with Sofar Sounds includes 8 secret, intimate concerts offered complimentary to guests and locals through the end of 2018, featuring local, emerging musical talent. To grow the Sofar Sounds program in 2019, Hyatt Centric is looking into featuring concerts at more properties around the globe, giving guests more access to trip-defining musical experiences. Hyatt Centric has also tapped Spotify, one of the world’s most popular music streaming services, to curate playlists inspired by 21 destinations where Hyatt Centric hotels are located. The unique playlists, which were designed in collaboration with Sofar Sounds, combine Spotify’s local streaming intelligence with each city’s rising music artists and Sofar Sounds alumni. From Miami to Southern California, Madrid to Tokyo, Spotify users can now listen to Hyatt Centric hotel-inspired playlists by searching “Hyatt Centric” on the Spotify app. By offering savvy guests a taste of a city’s musical style, they can discover the destination through music. Guests will be encouraged to stream these playlists before, during and after their travel. Created for millennial-minded travellers who want to be in the middle of the action, Hyatt Centric hotels are thoughtfully designed to enable exploration and discovery.