Hyatt Hotels Corporation has unveiled Unscripted by Hyatt, the newest brand in its Essentials portfolio.
Positioned in the upscale segment, the Unscripted by Hyatt brand fills a key white space in Hyatt’s portfolio and is designed to unlock growth through adaptive reuse and conversion-friendly opportunities, according to the company. With more than 40 hotels globally in active discussions to join the brand, Unscripted by Hyatt offers independent properties and small portfolios a light-touch operating model and flexible brand standards.
“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 Dan Hansen, head, Americas development, Hyatt. “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.”
As Hyatt scales its select-service offerings within its Essentials portfolio, it is simultaneously expanding its Lifestyle and Luxury portfolios to grow in more markets, with more members, for more stay occasions.
Lifestyle portfolio
Hyatt’s Lifestyle portfolio grew its room count by more than 11% as of the end of the first quarter, compared to the same period last year, and added more than 30 new properties and 3,500 rooms between the first quarter of 2024 and first quarter of 2025, including the acquisition of Standard International’s brands.
The Lifestyle portfolio has a number of openings ahead, with Andaz Nagoya in Japan recently signed and coming at a to-be-announced date, as well as the following hotels set to open through 2026:
- Thompson Miami Beach (expected to open in Q3 2025)
- Thompson Shanghai Expo (expected to open in November 2025)
- Andaz Lisbon (expected to open in Q4 2025)
- Andaz Turks & Caicos at Grace Bay (expected to open in early 2026)
- Andaz Gold Coast in Australia (expected to open in 2026)
- The Standard, Lisbon (expected to open in 2026)
- Thompson Seville in Spain (expected to open in 2026)
- Andaz Shanghai ITC (expected to open in Q1 2026)
- The Standard, Mexico City (expected to open in 2026)
Luxury portfolio
At the end of the first quarter of 2025 compared to the same period last year, the number of rooms in the Luxury portfolio has grown by more than 5%. Upcoming planned openings for the portfolio through 2026 include:
- Park Hyatt Los Cabos at Cabo del Sol Hotel & Residences (expected to open in summer 2025)
- Park Hyatt Kuala Lumpur (expected to open in August 2025) Alila Mayakoba (expected to resume operations in 2025 after rebranding from Andaz Mayakoba)
- Park Hyatt Johannesburg (expected to open in Q3 2025) Miraval The Red Sea (expected to open in Q4 2025)
- The Barai (part of The Unbound Collection by Hyatt) (expected to open in July 2026)
- Park Hyatt Mexico City Hotel & Residences (expected to open in 2026)
- Park Hyatt Cancun (expected to open in 2026)
