Hyatt's StandardX flagship hotel to open in New York Times Square

On October 29, 2026, Hyatt Hotels Corporation announced a partnership with Extell Development Co. to launch a StandardX brand flagship hotel in New York Times Square, planned to open in 2028 with approximately 1,800 rooms. The report states that this is the StandardX brand's first entry into the North American market. The project is currently at the announcement stage, with no further disclosure of opening timing or construction progress.