Hyatt Launches New Brand ‘Unscripted by Hyatt’ to Expand Essentials Portfolio

Hyatt Hotels Corporation has announced the launch of ‘Unscripted by Hyatt’, a new brand aimed at the upscale market. The brand plans to open over 40 global properties.

Hyatt Hotels Corporation revealed the addition of ‘Unscripted by Hyatt’ to its Essentials portfolio, marking a strategic expansion into the upscale hotel segment. This new brand is designed to offer a collection-style hotel experience, where each property maintains a unique identity influenced by its local environment while upholding Hyatt’s standards of quality and service.

The ‘Unscripted by Hyatt’ brand is positioned to facilitate growth through adaptive reuse and conversion opportunities, making it appealing for independent properties and small hotel portfolios. This approach allows hotel owners to retain their distinctive character and appeal while benefiting from Hyatt’s extensive global network and the World of Hyatt loyalty program, which currently boasts over 56 million members.

Hyatt’s strategic focus with this launch is enhancing its Essentials portfolio, which has seen a significant increase in room count, growing by 10.5% as of the end of the first quarter of 2025 compared to the previous year. This growth is part of Hyatt’s broader initiative to diversify and deepen its market penetration across various segments, including lifestyle and luxury offerings.

In addition to the Essentials portfolio, Hyatt’s Lifestyle portfolio has also experienced growth, with an 11% increase in room count over the same period. This includes the integration of more than 30 new properties and the acquisition of brands like Standard International. The Lifestyle portfolio, known for its emphasis on design and cultural programming, continues to attract strong demand, further solidifying Hyatt’s presence in this niche market.

The expansion is not limited to these two portfolios. Hyatt’s Luxury segment continues to thrive, driven by a demand for high-end experiences and branded residences. Hyatt’s Luxury portfolio has grown over 5% in room numbers, with several new properties slated to open through 2026, including locations in major cities and exotic destinations like Los Cabos, Kuala Lumpur, and the Turks & Caicos Islands.