Hyatt Launches Unscripted by Hyatt Brand, Expands in Upscale Market with 10.5% Net Room Growth

Hyatt Hotels Corporation has introduced "Unscripted by Hyatt," a new upscale brand, as part of its brand-led evolution to grow in more markets. The company's net room growth increased by 10.5% as of Q1 2025, with significant additions to the Lifestyle and Luxury portfolios. Over 40 hotels are in active discussions to join the new brand, which offers a flexible approach and flexible standards for property owners.

Hyatt Hotels Corporation (NYSE: H) has announced the introduction of "Unscripted by Hyatt," a new upscale brand as part of its brand-led evolution to grow in more markets. The company reported a 10.5% increase in net rooms as of the end of the first quarter of 2025, driven by significant additions to the Lifestyle and Luxury portfolios. Over 40 hotels are in active discussions to join the new brand, which offers a flexible approach and flexible standards for property owners.

The new Unscripted by Hyatt brand is designed for travelers who value spontaneity and flexibility. Each property will reflect its own unique identity and local flavor while maintaining the high-quality standards and care that are synonymous with Hyatt. The brand aims to fill a key white space in Hyatt’s portfolio and is designed to unlock growth through adaptive reuse and conversion-friendly opportunities.

The Lifestyle portfolio, which includes brands like The Standard, The StandardX, and Bunkhouse Hotels, has seen a 11% growth in room count as of the end of the first quarter of 2025 compared to the same period last year. The portfolio has added over 30 new properties and 3,500 rooms between the first quarter of 2024 and the first quarter of 2025, including exciting openings and the acquisition of Standard International’s brands. The Lifestyle portfolio is set to continue its momentum with several new openings planned for 2025 and 2026.

The Luxury portfolio has also seen strong growth, with a 5% increase in room count as of the end of the first quarter of 2025 compared to the same period last year. The portfolio includes brands like Park Hyatt, Alila, and The Unbound Collection by Hyatt, and is expected to continue its growth with several new openings planned for 2025 and 2026.

Hyatt’s growing branded residential portfolio, which includes brands like Park Hyatt, Thompson Hotels, Andaz, The Standard, and Miraval, has seen increasing demand. The company has more than 50 branded residential projects open or in its pipeline around the world, with several new openings planned for 2025 and 2026.

The introduction of the Unscripted by Hyatt brand and the continued growth of the Lifestyle and Luxury portfolios reflect Hyatt’s commitment to deepening and enriching experiences for guests and owners within five distinct brand portfolios. The company’s focus on its Essentials portfolio is part of its insights-led evolution to scale its select service offerings and grow in more markets, with more members, for more stay occasions.

References:
[1] https://www.businesswire.com/news/home/20250530007377/en/Hyatt-Announces-Unscripted-by-Hyatt-a-New-Upscale-Collection-Brand-As-Part-of-Brand-Led-Evolution-to-Grow-in-More-Markets-With-More-Members-for-More-Stay-Occasions