Hyatt Announces Unscripted by Hyatt, a New Upscale Collection Brand, As Part of Brand-Led Evolution to Grow in More Markets, With More Members, for More Stay Occasions

Hyatt Hotels Corporation (NYSE: H) has introduced Unscripted by Hyatt, the latest addition to its growing Essentials collection. This new brand is tailored for travelers who prioritize the essentials and prefer spontaneity over rigid plans. Unscripted by Hyatt hotels will offer a flexible, collection-style approach where each property showcases its unique identity and local flair while upholding Hyatt’s high standards of quality and service.

The Unscripted by Hyatt brand, positioned in the upscale market segment, fills a strategic gap in Hyatt’s portfolio and aims to drive growth through flexible opportunities for adaptive reuse and conversions. With discussions underway for over 40 hotels worldwide to join the brand, Unscripted by Hyatt provides independent properties and small portfolios with a streamlined operating model and adaptable brand standards. This empowers owners to preserve their distinct identity while leveraging Hyatt’s global reach, including its acclaimed World of Hyatt loyalty program with over 56 million members.

Hyatt’s focus on its Essentials portfolio is part of its data-driven strategy to enhance guest and owner experiences across its five distinct brand portfolios. As Hyatt expands its select service offerings within the Essentials collection, it is also growing its Lifestyle and Luxury portfolios to reach more markets and cater to a wider range of guests.

Hyatt’s Lifestyle portfolio, known for its immersive design and cultural programming, has seen significant growth, adding over 30 new properties and 3,500 rooms between the first quarters of 2024 and 2025. Properties like The Standard, The StandardX, and Bunkhouse Hotels have been well-received, attracting interest from guests, groups, and owners. World of Hyatt members can now earn and redeem points at select The Standard and The StandardX hotels, enriching the program with diverse lifestyle experiences.

The establishment of Hyatt’s Lifestyle Group, led by Amar Lalvani, President & Creative Director, underscores the company’s commitment to elevating its presence in the lifestyle segment. Future openings include 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, offering unique and culturally rich experiences to guests.

In the luxury segment, Hyatt’s portfolio continues to attract demand for experiences and branded residences. The Luxury portfolio, featuring brands like Park Hyatt, Alila, and The Unbound Collection by Hyatt, has grown by over 5% in room count as of the first quarter of 2025 compared to the previous year. Upcoming openings include Park Hyatt Los Cabos at Cabo del Sol Hotel & Residences, Park Hyatt Kuala Lumpur, Alila Buildings, Park Hyatt Johannesburg, Miraval The Red Sea, The barai, Park Hyatt Mexico City Hotel & Residences, and Park Hyatt Cancun.

Hyatt’s branded residential portfolio, including brands like Park Hyatt, Thompson Hotels, Andaz, and Miraval, offers luxury living experiences in coveted destinations. With over 50 branded residential projects globally, Hyatt’s expertise in luxury living ensures exceptional quality and service for residents. Upcoming projects include Thompson Hotels Residences in Mexico and The Standard Residences in Lisbon, reflecting the company’s commitment to redefining residential excellence.

For more information on Hyatt’s upcoming projects and openings, visit https://www.hyatt.com/development/.