Craig Haas, Area Director of Operations, Hyatt Centric Brickell

In an interview with Invest:, Craig Haas, area director of operations for Hyatt Centric Brickell, discussed the hotel’s mission to offer an authentic Miami experience. He highlighted its appeal to luxury travelers and key partnerships, while also covering challenges like staffing and renovations.

How would you describe Hyatt Centric Brickell, its location, and its main mission? 

I was fortunate enough to open this property as director of operations and then essentially move up the ladder to area director of operations. So I’ve been at this property since we opened in 2018. The concept with the Hyatt Centric is that no matter what area you go to, it’s the center of every city. For a traveler who likes to get out and explore, they can really just pick the Centric at any location, and they’re in the heart of where the action is. Our mission is to ensure that we can grow our share in the area while providing a stable location for all Hyatt guests to explore Miami and experience what it truly has to offer, including hidden areas that not a lot of people know about. 

How has being a lifestyle hotel helped Hyatt Centric Brickell attract Miami’s growing luxury clientele? 

From a marketing standpoint, Hyatt does a great job capturing Miami’s international audience. We are one of the downtown locations, and fortunately, we have a 19th-floor rooftop pool overlooking the bay. All our rooms have balconies, which is a great benefit for someone looking for an upscale experience. Additionally, being located in the heart of the financial district gives us a strong base of transient business clients, adding stability to our demand. 

What were the major highlights and milestones for Hyatt Centric Brickell over the past year? 

The shift of many businesses into this market has been a significant win for us. We’re not a five- star property, but we’re in the sweet spot that attracts many companies. With the size of our rooms, the consistency, and the great customer service our team provides, being in the center of the city is a major advantage. We’ve also partnered with the tallest building in Miami, Panorama Towers, offering shared services like pool space and meeting rooms, which provides guests with a one-stop-shop experience. 

Which sectors or sub-industries are driving the demand for your venues and business spaces? 

Cruise ships are a large driver of volume in the city. Another major contributor is the group business sector. Miami does very well with group business, which is largely driven by our GMCVB, and other local entities bringing groups to the area. 

How would you describe the hotel and hospitality industry in Miami? 

Exciting. Miami is seeing the launch of many cool concepts, such as the Dolce Gabbana residences, which will have a hotel attached, and Mercedes-Benz launching its first residence with a hotel. These developments are generating buzz, making Miami a more attractive destination. Moreover, large companies like Citadel are relocating their headquarters to Miami due to the tax breaks and the overall business ecosystem, which is shifting perceptions of the city as a primary destination. 

How is the hotel performing in terms of occupancy rates and guest demand? 

We can capitalize on events like polar vortexes, which tend to benefit Miami’s tourism. The transportation infrastructure, such as the Brightline, has been instrumental in attracting visitors from places like Orlando who may not have previously considered Miami as a destination. This is helping us tap into international markets and diversify our guest base. 

What measures or initiatives have you implemented to attract international and global hotel guests? 

Miami is a city where many people speak multiple languages. At Hyatt Centric Brickell, we have a team that speaks seven languages fluently, which we actively advertise on social media. Our sales team also connects directly with international markets, fostering a connection in their native languages. Additionally, we partner with J-1 programs that bring students from different countries, providing us with a competitive edge and showcasing the Miami culture through our team members. 

How have client expectations shifted in the past year, and how has the hotel addressed these changing needs? 

Since the return from COVID, the hotel industry has stabilized. The initial surge of travel post- COVID has slowed, and people are seeking alternative destinations. Florida faced challenges, with people opting for cheaper Caribbean islands. Miami was also affected by the shift in international travel. In response, hotels, including ours, leaned more into the luxury segment, adding additional services. However, due to staffing limitations, we focused on delivering excellent customer experience instead of adding numerous new amenities. 

What are some other primary challenges you have been facing over the past year, both for your hotel and the broader hotel industry? 

In Miami, there’s been a lot of renovation and rebranding, making it challenging to keep up with industry trends. Staffing concerns also persist, largely due to the high cost of living. Rent in Brickell can be upward of $2,500 to $3,000 a month, making it hard to retain staff. We’re hopeful that improved transportation infrastructure can alleviate this challenge by allowing employees to commute more easily. 

In terms of driving demand, how has Hyatt Centric Brickell been able to add new services or amenities to enhance the guest experience? 

To stay competitive, we’ve thought outside the box. We’ve added rooftop picnics and city bikes that guests can use to explore the area. We’ve also created running maps to make it easier and safer for guests to run around the bay, providing them with unique experiences that set us apart from other hotels in the area. 

How has Hyatt Centric Brickell leveraged emerging technologies, such as Al or other innovations, to enhance the overall guest experience? 

Hyatt has done an excellent job reworking its systems over the past year. We launched a new revenue management system that incorporates Al, which helps us remain competitive in the market. We also use Al to streamline tasks and reduce redundancy. For example, the sales team can use Al to generate and edit proposals more efficiently. In our hotel, we use tablets for room attendance and mobile check-ins, allowing for a seamless guest experience. We’ve also implemented mobile key entry, giving guests the option to bypass the front desk entirely. 

What is your outlook for Hyatt Centric Brickell and the overall hotel industry in Miami moving forward? 

I am cautiously optimistic. The political environment and our relationships with other countries will be critical to Miami’s future growth. The continuation of large events like Taylor Swift’s concert and Formula One will be essential for driving attention to Miami and supporting tourism. We hope that local leadership, such as the mayor and the GMCVB, will continue to promote Florida as a destination for large group business, as this helps generate volume and visibility for our hotel and the broader Miami market. 

What will be your main priorities, plans, and projects? 

One of our main concerns is Miami’s ability to handle climate-related challenges, such as hurricanes. Ensuring that the city can present itself as a safe destination during these events is essential for attracting future groups and business.