Hyatt Place is a line of Hyatt hotels that cater to a Gen Y/Gen X audience. It was designed in response to the insight that today's business traveler likes to mix their business and leisure lives when traveling. It offers a more casual, social setting; is equipped with modern technology and furnishings; and is more cost effective than typical Hyatt Hotels. The Hyatt Place microsite was designed to encourage users to tour Hyatt Place, experience the new brand in the virtual environment and, ultimately, inspire them to book a stay.