Hyatt says that it is in discussion with over 40 hotels globally to join Unscripted
Hyatt Hotels Corporation announced the newest brand in its growing Essentials portfolio, Unscripted by Hyatt.
In a press statement, Hyatt says that with over 40 hotels globally in active discussions to join the brand, Unscripted will offer independent properties and small portfolios a light-touch operating model and flexible brand standards, empowering owners to maintain their unique identity and positioning while benefiting from Hyatt’s global scale, including the World of Hyatt loyalty programme.
Dan Hansen
“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 programme, owners benefit from our powerful network where an innovative new brand widens our guest and customer reach and strengthens the value of the whole Hyatt system,” says Dan Hansen, Head of Americas Development, Hyatt.
The statement adds that the room count of Hyatt’s Lifestyle portfolio has grown by more than 11 pc at the end of Q1 2025 compared to the same period last year. It added more than 30 new properties and 3,500 rooms between the first quarter of 2024 and first quarter of 2025.
Hyatt’s Lifestyle Group, led by Amar Lalvani, President and Creative Director, is set to expand its portfolio with several openings across the world through 2026.
According to the statement, at the end of the first quarter of 2025, the Luxury portfolio of Hyatt also grew by over 5 pc in room count compared to the same period last year, with more openings planned through 2026.
“Born from Hyatt’s luxury expertise, Hyatt’s branded residential portfolio offers extraordinary living experiences with Hyatt’s globally renowned brands in the world’s most desirable destinations. Each residence reflects the brand’s unique identity reimagined for private ownership where hotel-inspired living meets every-day needs and desires,” says Tina Necrason, Global Head of Branded Residential, Hyatt.
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