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Hyatt announced today that it’s adding yet another brand to its ever-growing portfolio. Unscripted by Hyatt is an upscale collection brand, which means that it’s a group of disparate hotels similar to Marriott’s Autograph Collection or Tribute Portfolio. These hotels are not held to the same brand standards as say a Grand Hyatt or Andaz where you know you’ll get the same brand of toiletries or amenities. Instead, they’re often fun and quirky properties that help to mix up the stays and take you away from the usual cookie cutter properties.
This will be part of Hyatt’s new lifestyle segment and positioned as upscale. This new brand is designed to open growth through reuse and conversion-friendly opportunities. More than 40 hotels globally are in active discussions to join the brand. Unscripted by Hyatt brand offers independent properties and small portfolios a light-touch operating model and flexible brand standards as well as access to the World of Hyatt® loyalty program and its more than 56 million members.
Hyatt’s Lifestyle portfolio saw its room count grow by more than 11% as of the end of Q1 2025 compared to the same period last year. Recent acquisitions and partnerships like the Standard and Bunkhouse Hotels are driving strong demand. That coupled with the opening of new properties like the Thompson Miami Beach, Andaz Gold Coast, and others will continue to push growth.
Dan Hansen, Head of Americas Development at Hyatt, said:
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. 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.”
Anthony’s Take: The announcement did not come with any specific hotels listed as being part of the Unscripted by Hyatt brand. There are many expressing interest, but we’ll have to wait to see what properties sign.
(Image Credits: Hyatt.)
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Advertiser & Editorial Disclosure: The Bulkhead Seat earns an affiliate commission for anyone approved through the links above This compensation may impact how and where links appear on this site. We work to provide the best publicly available offers to our readers. We frequently update them, but this site does not include all available offers. Opinions, reviews, analyses & recommendations are the author’s alone, and have not been reviewed, endorsed, or approved by any of these entities.
