Hyatt Hotels has announced a new, dedicated lifestyle division, which brings together Hyatt’s and former Two Roads Hospitality’s lifestyle brands, including Andaz, Alila, Hyatt Centric, Joie de Vivre Hotels, Thompson Hotels and tommie.

Announced as global head of lifestyle operations, Frederic Flageat-Simon, former CEO of Two Roads Hospitality Asia, is responsible for developing the global operations strategy for Hyatt’s new lifestyle division, working in partnership with the Global Commercial Services organization to drive enhanced operational and financial performance for the lifestyle brands.

Also announced as part of the lifestyle division organization, Heather Geisler, vice president of global brands, is focusing on driving global brand awareness around Hyatt’s lifestyle division brands.

The first of its kind for Hyatt, this new cross-functional division centers on the development, positioning, and execution of Hyatt’s lifestyle portfolio.

Hyatt is investing in the growth of its lifestyle sector with the recent acquisition of Two Roads Hospitality, including the robust pipelines of the Thompson Hotels and Alila brands, the expansion of Andaz hotels throughout Europe and Asia, and the explosive global development of Hyatt Centric, which is Hyatt’s fastest-growing lifestyle brand.