Hyatt Launches New Upscale Brand ‘Unscripted by Hyatt’

Hyatt Hotels Corporation has introduced a new brand, Unscripted by Hyatt, expanding its Essentials portfolio with an upscale offering aimed at travelers who prioritize flexibility and authentic local experiences. Unscripted properties are independently operated hotels that embody the character of their destinations while benefiting from Hyatt’s global standards and loyalty network. Over 40 hotels worldwide are already in discussions to join the new brand.

Positioned for guests who prefer spontaneity over structure, Unscripted by Hyatt will provide distinctive lodging options that align with the brand’s emphasis on individuality and place-based identity. The brand is also designed to offer hotel owners a flexible entry into the Hyatt system, unlocking the reach and loyalty of the World of Hyatt program.

“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,” said Dan Hansen, Head of Americas Development for Hyatt. He noted that this addition expands the company’s customer base while strengthening the overall value of the Hyatt portfolio.

Hyatt’s Lifestyle segment also continues to grow rapidly, with more than 11 percent growth in room count during the first quarter of 2025 compared to the previous year. Upcoming openings in this category include Thompson Miami Beach, Thompson Shanghai Expo, and Andaz properties in Lisbon, Turks & Caicos, and Gold Coast.

In the Luxury segment, Hyatt reported over five percent growth in room count year-over-year. New luxury hotels expected to open by 2026 include Park Hyatt locations in Los Cabos, Kuala Lumpur, Johannesburg, Mexico City, and Cancun, as well as Miraval The Red Sea and The Barai in Thailand under The Unbound Collection by Hyatt.

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