Hyatt Launches Unscripted by Hyatt, Upscale Collection Brand

Hyatt Hotels has announced Unscripted by Hyatt, a new upscale collection brand aimed at travelers who value flexibility and spontaneity. The brand will offer a collection-style approach with each property reflecting its own identity and local flavor while maintaining Hyatt's quality and care standards.

Hyatt Hotels has announced the launch of Unscripted by Hyatt, a new upscale collection brand aimed at travelers who value flexibility and spontaneity. This brand is designed to offer a unique collection-style approach where each property reflects its own identity and local flavor while maintaining Hyatt's renowned quality and care standards [1].

The Unscripted by Hyatt brand is positioned in Hyatt's "Essentials" portfolio, which includes other brands such as Hyatt Studios, Hyatt Select, Hyatt House, Hyatt Place, Caption by Hyatt, and UrCove. This new brand is intended to fill a key white space in Hyatt's portfolio and is expected to unlock growth through adaptive reuse and conversion-friendly opportunities [1].

Dan Hansen, Hyatt's Head of Americas Development, described the new brand as providing a flexible path for owners to join the Hyatt system while delivering the high-quality, dependable experience guests expect from Hyatt. By joining the growing World of Hyatt loyalty program, owners can benefit from Hyatt's powerful network, which widens the reach and strengthens the value of the entire Hyatt system [1].

Currently, 40 hotels are in active discussions to join the Unscripted by Hyatt brand, with most of the initial properties expected to be conversions rather than new builds. The brand will offer a light-touch operating model and flexible brand standards, allowing each property to maintain its unique identity while remaining unmistakably Hyatt [1].

The naming of the Unscripted by Hyatt brand mirrors another Hyatt collection brand, the luxury-focused Unbound Collection. However, Unscripted by Hyatt is positioned in the upscale segment and is likely to be less luxurious than Unbound Collection. This new brand is expected to appeal to travelers who prefer a more casual and spontaneous experience while still enjoying the benefits of a well-known hotel brand [1].

Hyatt's focus on adaptive reuse and conversion-friendly opportunities aligns with its broader strategy of growing its brand portfolio through creative and efficient means. The company has seen significant growth in its lifestyle division, thanks in part to the acquisition of Standard International, which contributed to an 11% year-over-year growth in the first quarter of 2024 [2].

In conclusion, Unscripted by Hyatt represents a strategic move by Hyatt Hotels to expand its upscale portfolio with a flexible and unique brand that appeals to travelers seeking spontaneity and local experiences. The brand's focus on adaptive reuse and conversion-friendly opportunities positions it as a valuable addition to Hyatt's portfolio, offering both growth potential and a fresh approach to the market.

References:
[1] https://onemileatatime.com/news/unscripted-by-hyatt/
[2] https://www.costar.com/article/955028715/hyatts-new-upscale-collection-brand-unscripted-aims-to-be-adaptive-reuse-and-conversion-friendly