Hyatt Hotels Introduces New Upscale Collection Brand
- Chidozie Uzoezie
- May 30
- 2 min read

Hyatt Hotels Corporation has announced Unscripted by Hyatt, the newest brand in its growing Essentials portfolio.
Designed for travelers who value the essentials and prefer spontaneity over structure, Unscripted by Hyatt hotels will bring to life a flexible, collection-style approach where each property reflects its own identity and local flavor yet remains unmistakably Hyatt in quality and care.
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.
With over 40 hotels globally in active discussions to join the brand, the Unscripted by Hyatt brand offers 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 award-winning World of Hyatt loyalty program, now more than 56 million members strong.
Hyatt’s focus on its Essentials portfolio is part of its insights-led evolution to deepen and enrich experiences for guests and owners within five distinct brand portfolios.
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.
Hyatt’s Lifestyle portfolio grows room count by more than 11% as of the end of first quarter 2025 compared to the same period last year
Hyatt’s Lifestyle portfolio continues to set the standard for immersive, design-driven hospitality. Known for bold design, vibrant dining, and unique cultural programming, the Lifestyle portfolio added more than 30 new properties and 3,500 rooms between the first quarter of 2024 and first quarter of 2025, including exciting openings and the acquisition of Standard International’s brands.
The Standard, The StandardX and Bunkhouse Hotels are generating strong demand from guests, group customers, and owners alike as Hyatt increases its lifestyle offerings.
Additionally, World of Hyatt members can now earn and redeem points at most The Standard and The StandardX hotels, including locations like New York, Ibiza, London, and Bangkok – bringing even more global lifestyle experiences into the program.
The recent formation of Hyatt’s Lifestyle Group, led by Amar Lalvani, President & Creative Director, is focused on enhancing Hyatt’s leading position in the lifestyle segment.
The Lifestyle portfolio has a number of exciting openings ahead, with Andaz Nagoya recently signed and coming at a to-be-announced date, as well as 9 hotels set to open through 2026.
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