Hyatt Hotels Corporation has launched Unscripted by Hyatt, a new brand within its Essentials portfolio aimed at travellers who prefer simplicity and flexibility. The brand offers a collection-style approach, with each property reflecting its own local character while maintaining Hyatt’s standards of quality and service.

Positioned in the upscale market, Unscripted by Hyatt targets growth through flexible agreements, adaptive reuse, and conversion opportunities. With over 40 hotels worldwide in discussions to join the brand, it provides independent properties and small groups a light operating model and flexible standards, allowing them to keep their unique identity while benefiting from Hyatt’s global reach and the World of Hyatt loyalty programme, which has more than 56 million members.

Hyatt’s Essentials portfolio is part of a strategy to develop guest and owner experiences across five brand categories. While expanding select service hotels in this portfolio, Hyatt is also growing its Lifestyle and Luxury segments to reach more markets and customers.

The Lifestyle portfolio has increased its room count by more than 11 per cent by the end of 1Q2025 compared to the previous year. The portfolio added over 30 new properties and 3,500 rooms in the past year, including the acquisition of Standard International’s brands.

Hyatt recently formed its Lifestyle Group to manage its position in this segment. Several new openings are planned through 2026. Thompson Miami Beach is expected to open in the 3Q2025 with 147 rooms near the beach and Lincoln Road shopping. Thompson Shanghai Expo will open in November 2025 as the brand’s first property in Asia-Pacific, with design and local cuisine reflecting the city. Andaz Lisbon, located in the Baixa district, will open in late 2025 across five buildings with 232 rooms and rooftop spaces. Andaz Turks & Caicos at Grace Bay will be Hyatt’s first hotel in the Caribbean, offering resort amenities including three restaurants, a spa, and water sports. Andaz Gold Coast, Hyatt’s first Andaz in Australia, will open in 2026 as part of a mixed-use development in Queensland. Other planned openings include The Standard Lisbon, Thompson Seville, Andaz Shanghai ITC, and The Standard Mexico City, timed to coincide with a major soccer event.

Hyatt’s Luxury portfolio continues to grow, with more than five per cent increase in rooms compared to 1Q2024. The portfolio includes brands such as Park Hyatt, Alila, and The Unbound Collection by Hyatt. Upcoming openings include Park Hyatt Los Cabos, which will feature a wellness complex and 163 rooms, and Park Hyatt Kuala Lumpur, set in Asia-Pacific’s tallest skyscraper. Alila Mayakoba will resume operations in 2025 following rebranding, offering wellness services connected to local culture. Park Hyatt Johannesburg will open in mid-2025 with 31 rooms in the Rosebank district. Miraval, The Red Sea, the brand’s first resort outside the US, will open on Shura Island with 180 rooms and a wellness focus. The Barai in Thailand will debut The Unbound Collection with wellness-inspired design. Park Hyatt properties in Mexico City and Cancun are also planned.

Hyatt continues to expand its branded residences, a growing segment in real estate, with projects linked to Park Hyatt, Thompson Hotels, Andaz, The Standard, and Miraval. New residences are planned in locations such as Los Cabos, Mexico City, Cancun, and Puerto Vallarta, alongside upcoming hotel openings.

“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. “By joining the growing World of Hyatt loyalty programme, 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.”