Discover Unscripted by Hyatt: A Bold New Era in Luxury Travel and Lifestyle Experiences

Hyatt Hotels Corporation has launched a new brand called Unscripted by Hyatt. This addition to their Essentials portfolio is aimed at travelers looking for spontaneity and local charm. It also offers a flexible model for smaller hotels wanting to join the Hyatt family while keeping their unique identity.

Unscripted by Hyatt is a response to the growing demand for adaptive reuse and conversion-friendly hotels. Already, over 40 properties are in talks to join the brand. Each hotel will showcase its own character while maintaining Hyatt’s high standards. Plus, guests can enjoy the benefits of the World of Hyatt loyalty program, which has over 56 million members worldwide.

Dan Hansen, Hyatt’s Head of Americas Development, shared that this brand gives hotel owners a chance to join Hyatt while still providing quality experiences for guests. Unscripted offers flexible standards and lower operational constraints, allowing independent hotels to maintain their style. Here are some key benefits of Unscripted by Hyatt:

• Flexible standards for adaptive reuse
• Access to Hyatt’s global distribution
• Brand support with fewer constraints
• Retention of unique hotel identities

This launch fits into Hyatt’s broader goal of enriching guest experiences and expanding its range across multiple brand categories.

In recent years, Hyatt’s Lifestyle portfolio has expanded noticeably. Between Q1 2024 and Q1 2025, it saw over an 11% increase in room count, marking a shift toward bolder designs and vibrant dining. Notable locations include New York, London, and Bangkok, where World of Hyatt members can earn and redeem points.

Hyatt’s new Lifestyle Group, led by Amar Lalvani, aims to elevate the brand’s presence. The new openings slated for 2025 and 2026 include:

• Thompson Miami Beach (USA, Q3 2025)
• Thompson Shanghai Expo (China, Nov 2025)
• Andaz Lisbon (Portugal, Q4 2025)
• Andaz Turks & Caicos (Caribbean, Early 2026)
• Andaz Gold Coast (Australia, 2026)
• Thompson Seville (Spain, 2026)

Additionally, Hyatt’s Luxury portfolio has grown by over 5% year-over-year as of Q1 2025. This segment includes popular brands like Park Hyatt and Alila, focusing on wellness and high-end living experiences. Currently, there are more than 50 branded residential projects in development worldwide.

Tina Necrason, Global Head of Branded Residential at Hyatt, highlighted the increasing demand for luxury living options. The upcoming luxury openings include:

• Park Hyatt Los Cabos (Summer 2025)
• Park Hyatt Kuala Lumpur (August 2025)
• Alila Mayakoba (2025)
• Miraval The Red Sea (Q4 2025)
• Park Hyatt Mexico City (2026)
• Park Hyatt Cancun (2026)
• The Barai – The Unbound Collection, Thailand (July 2026)

With these strategic moves, Hyatt aims to meet changing traveler expectations. Innovative offerings like Unscripted by Hyatt are shaping the future of travel and hospitality, promising exciting times ahead for guests and owners alike.

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