Dive Brief:
- Hyatt Hotels launched Unscripted by Hyatt, an upscale collection brand under its Essentials portfolio intended to bolster continued rooms growth for the company, according to a Friday news release.
- Created to bring independent properties and small portfolios under Hyatt’s Essentials portfolio, Unscripted by Hyatt offers “a light-touch operating model and flexible brand standards,” according to Hyatt. Hotels associated with the brand will be able to maintain their identity and positioning while leveraging the World of Hyatt loyalty program, which has more than 56 million members.
- The brand launch comes after Hyatt reported significant rooms growth at the end of the first quarter of 2025, with strong momentum in its Essentials portfolio, also including brands like Hyatt Studios and Caption by Hyatt, as well as its Luxury and Lifestyle portfolios. Hyatt has recently leaned on brand acquisition and partnership as a means to scale.
Dive Insight:
Unscripted by Hyatt “fills a key white space in Hyatt’s portfolio and is designed to unlock growth through adaptive reuse and conversion-friendly opportunities,” according to the company.
Currently, Hyatt is in talks with more than 40 hotels globally to join the new brand.
“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, head of Americas development at Hyatt, said in a statement, calling the brand a win-win for both Hyatt and owners.
Owners who join Unscripted by Hyatt will benefit from the hotel company’s broader loyalty and distribution capabilities. Hyatt, meanwhile, widens its guest and customer reach, per Hansen.
Hyatt’s focus on its Essentials portfolio is part of its “insights-led evolution to deepen and enrich experiences for guests and owners,” according to the company.
Overall system growth is a top priority for Hyatt, which in Q1 posted 10.5% year-over-year net rooms growth. Hyatt sees momentum in its Essentials, Lifestyle and Luxury portfolios as well as strong branded residential demand, according to the Friday release.
Particularly in the lifestyle space, Hyatt has leaned on brand acquisitions to quickly grow portfolio scale.
Last year, Hyatt acquired lifestyle hotel operator Standard International. And over the past two years, Hyatt has purchased Dream Hotel Group, Mr & Mrs Smith and German brand Me and All Hotels.
Marriott International has also inked multiple brand deals in recent years, including its April CitizenM buy.
Earlier this month, Marriott also launched a collection brand, Series by Marriott, in the midscale and upscale segments.
