Hyatt Hotels Corporation has announced the launch of Unscripted by Hyatt, a new brand positioned in the upscale segment and designed to give independent hotel owners greater flexibility while expanding Hyatt’s presence in more markets.
Part of Hyatt’s Essentials portfolio, Unscripted by Hyatt is described as a collection-style brand focused on properties that prioritise the fundamentals of hospitality and reflect their local surroundings. While each hotel under the brand will have its own identity, all will meet Hyatt’s standards of quality and service.
“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, Hyatt.
The new brand is aimed at independent properties and small hotel portfolios that are open to joining the Hyatt network without having to adopt a standardised brand look. The brand promises “light-touch” operating models and conversion-friendly terms, making it suitable for adaptive reuse projects and other non-traditional developments.
Hyatt shared that more than 40 hotels globally are already in talks to join Unscripted by Hyatt. Once on board, they will gain access to Hyatt’s global systems and the World of Hyatt loyalty programme, which now has over 56 million members.
The launch forms part of Hyatt’s broader growth strategy, which includes expanding its Essentials, Lifestyle, and Luxury portfolios.