Chicago-based Hyatt Hotels Corp.'s new upscale collection brand, Unscripted by Hyatt, is designed to be adaptive reuse and conversion friendly.
A news release announcing the new brand describes it as "a flexible, collection-style approach where each property reflects its own identity and local flavor yet remains unmistakably Hyatt in quality and care." There are currently 40 hotels in "active discussions" to join.
“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,” Dan Hansen, Hyatt's head of Americas development, said in the release. “By joining the growing World of Hyatt loyalty program, 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.”
The brand will focus on "independent properties and small portfolios" for growth while promising owners a "light-touch operating model and flexible brand standards."
The naming of the brand mirrors another Hyatt collection brand, the luxury-focused Unbound Collection.
Unscripted will be positioned in the company's "essentials" portfolio, after the company reorganized its brands into essentials, lifestyle and luxury divisions. Other brands in the essentials collection largely focus on select service and include Hyatt Studios, Hyatt Select, Hyatt House, Hyatt Place, Caption by Hyatt and UrCove.
Much of the company's brand growth in 2024 focused on its lifestyle division, thanks in part to the acquisition of Standard International. The company saw 11% year-over-year growth in its lifestyle portfolio in the first quarter.