Hyatt Hotels Corporation has added a new upscale brand to its growing Essentials portfolio, with over 40 hotels globally in active discussions to join the brand.
Unscripted by Hyatt is “designed for travellers who value the essentials and prefer spontaneity over structure”.
The new brand aims to drive growth through flexible deal structures, adaptive reuse, and conversion-friendly opportunities with a flexible, collection-style approach where each property has its own identity and local flavour.
“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,” said Hyatt Head of Americas Development, Dan Hansen.
“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.”