Come, join us.
It’s a fitting mantra for lodging companies today, eager to cajole independent properties and branded properties coming up for relicensing. Join us, and all your reservation dreams will come true.
Scan the landscape today and most of the brands being launched are either hard brands designed for conversions or soft/affiliation brands seeking to lure independent hotels that want the power of a brand house and its attendant loyalty program without the sometimes onerous standards.
Another has now been launched. Hyatt Hotels Corp. has introduced Unscripted by Hyatt as part of its Essentials portfolio, with an aim to target upscale travelers seeking what Hyatt calls “spontaneity and flexibility.” According to the company, “Unscripted offers a collection-style model with light-touch brand standards to accommodate conversions and adaptive reuse.”
Hyatt said there are currently more than 40 hotels globally in active discussions to join the brand and its target is independent hotels and small portfolios. Hyatt’s Essential portfolio of brands includes Caption by Hyatt, Hyatt Place, Hyatt House, Hyatt Studios and UrCove by Hyatt.
“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 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.”
It’s unclear if the Unscripted by Hyatt brand is a further broadening of the Unscripted brand that Hyatt picked up when it acquired Dream Hotel Group in 2023. There is currently the Unscripted Durham, in North Carolina, part of Hyatt’s JDV Collection. A spokesperson for Hyatt told HOTELS that Unscripted Durham helped inform the broader thinking behind the launch of Unscripted by Hyatt.
Hyatt’s comparable system-wide hotels RevPAR increased 5.7% in the first quarter compared with the same time a year ago, but CFO Joan Bottarini warned of “signs of slowing customer booking behavior,” which led the company to project its full-year 2025 RevPAR growth to between 1% to 3%, which implies RevPAR growth for the balance of the year of between flat to up 2% for the U.S.
In its press release, Hyatt said it is advancing its five-portfolio strategy by expanding Essentials, Lifestyle and Luxury offerings for broader guest reach and more stay occasions.
It said that its Lifestyle portfolio saw a 11% growth in room count in the same period. Between Q1 2024 and Q1 2025, more than 30 properties and 3,500 rooms were added, including The Standard, The StandardX and Bunkhouse Hotels. These brands are now integrated into the World of Hyatt loyalty program.
“Born from Hyatt’s luxury expertise, Hyatt’s branded residential portfolio offers extraordinary living experiences with Hyatt’s globally renowned brands in the world’s most desirable destinations,” said Tina Necrason, global head of branded residential, Hyatt. “Each residence reflects the brand’s unique identity – reimagined for private ownership where hotel-inspired living meets every-day needs and desires.”
Last year, Hyatt acquired Standard International and brought on Amar Lalvani to lead its Lifestyle group. Upcoming lifestyle openings through 2026 include Thompson Miami Beach, Thompson Shanghai Expo, Andaz Lisbon, Andaz Turks & Caicos, Andaz Gold Coast, The Standard Lisbon, Thompson Seville, Andaz Shanghai ITC and The Standard Mexico City.
Hyatt has been expanding its portfolio across all segments. The Chicago-based hotel group widened its presence in the luxury segment with the acquisition of Mr & Mrs Smith for £53 million in April 2023. Also last year, Hyatt acquired me and all hotels from German hotel company Linder Hotels AG. Last July, Hyatt’s loyalty program, World of Hyatt, entered into an exclusive alliance with Under Canvas, the outdoor hospitality company, enabling World of Hyatt’s members to access 13 Under Canvas outdoor resorts in the U.S.
In the luxury segment, Hyatt reported more than 5% room growth year-over-year, with new projects under Park Hyatt, Alila, Miraval, and The Unbound Collection by Hyatt. Openings planned through 2026 include Park Hyatt Los Cabos, Park Hyatt Kuala Lumpur, Alila Mayakoba, Park Hyatt Johannesburg, Miraval The Red Sea, The Barai in Hua Hin, Park Hyatt Mexico City and Park Hyatt Cancun.
Hyatt is also expanding its branded residences, which now span more than 50 projects globally. “Born from Hyatt’s luxury expertise, Hyatt’s branded residential portfolio offers extraordinary living experiences,” said Tina Necrason, global head of branded residential at Hyatt. Upcoming residential developments include Park Hyatt Los Cabos, five Thompson Hotels Residences in Mexico, and The Standard Residences in Lisbon, Miami and Asia.
