Global hospitality company Hyatt Hotels has unveiled Unscripted by Hyatt, the latest addition to its Essentials portfolio, targeting travellers who favour spontaneity over structured experiences.
This brand introduces a collection-style approach, allowing each hotel to showcase its unique identity and local culture.
The brand, aims to capitalise on adaptive reuse and conversion opportunities.
Currently, there are discussions with more than 40 hotels worldwide to become part of the brand, offering a flexible operating model and brand standards to independent properties and small portfolios.
Hyatt Americas Development head Dan Hansen said: “The Unscripted by Hyatt brand gives owners a flexible path to join the Hyatt system while still delivering the high-quality, dependable experience guests expect from Hyatt.
“By joining the growing World of Hyatt loyalty programme, owners benefit from our powerful network where an innovative new brand like Unscripted by Hyatt widens our guest and customer reach and strengthens the value of the whole Hyatt system.”
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By GlobalDataHyatt’s expansion of its Essentials portfolio is component of a broader strategy to cater to guests and owners across five brand categories.
As the company grows its select service offerings, it is also broadening its Lifestyle and Luxury portfolios to reach more markets and members, covering a wider range of stay occasions.
The Lifestyle portfolio has seen a room count increase of more than 11% at the end of the first quarter of 2025 compared to the previous year.
Between the first quarter of 2024 and 2025, the portfolio added over 30 new properties and 3,500 rooms, encompassing acquisitions and new openings.
Amar Lalvani, president and creative director, leads Hyatt’s newly formed Lifestyle Group, focusing on strengthening the company’s position in the lifestyle segment.
Upcoming openings include Andaz Nagoya and several other properties set to launch through 2026, such as Thompson Miami Beach, Thompson Shanghai Expo, Andaz Lisbon, Andaz Turks & Caicos at Grace Bay, Andaz Gold Coast, The Standard, Lisbon, Thompson Seville, and Andaz Shanghai ITC.
The Luxury portfolio has also grown, with more than 5% increase in room numbers at the end of the first quarter of 2025 compared to the previous year.
Noteworthy upcoming Luxury openings through 2026 include Park Hyatt Los Cabos at Cabo del Sol Hotel & Residences, Park Hyatt Kuala Lumpur, Alila Mayakoba, Park Hyatt Johannesburg, and Miraval The Red Sea.
Additionally, The Barai, component of The Unbound Collection by Hyatt, is set to launch in July 2026 in Thailand.
Park Hyatt Mexico City Hotel & Residences and Park Hyatt Cancun are also expected to open in 2026.
Earlier in April 2023, Hyatt introduced Hyatt Studios, entering the upper-midscale lodging segment in the US.
