Sign in Subscribe
Brand identity

Hyatt Unveils Unscripted by Hyatt and Expands Luxury Portfolio

Strategic Insights

— 1 min read

Hyatt Hotels Corporation has launched Unscripted by Hyatt, a new brand within its Essentials portfolio, designed for travelers who value spontaneity and flexibility. The brand will bring together unique properties with adaptable operating models, allowing owners to maintain their individuality while benefiting from Hyatt's global scale and loyalty program. As part of its growth strategy, Hyatt is also expanding its Luxury portfolio, adding over 5,000 new rooms in the past year, and introducing new brands and properties.

Key Takeaways:

  • Hyatt has launched Unscripted by Hyatt, a new brand within its Essentials portfolio, designed for travelers seeking flexibility and spontaneity.
  • The brand will operate with a light-touch model, empowering owners to maintain their unique identity while benefiting from Hyatt's global scale.
  • Unscripted by Hyatt will join Hyatt's growing Essentials portfolio, which includes over 40 hotels globally in active discussions to join the brand.
  • Hyatt's Luxury portfolio has grown by over 5% in the past year, with a focus on immersive experiences, branded residences, and well-being offerings.
  • New luxury properties set to open in the next two years include Park Hyatt Los Cabos at Cabo del Sol Hotel & Residences, Park Hyatt Kuala Lumpur, and Miraval The Red Sea.
  • Hyatt's branded residential portfolio is also growing, with over 50 projects open or in development worldwide, offering extraordinary living experiences with Hyatt's globally renowned brands.
  • Key openings in the next two years will include Park Hyatt Los Cabos at Cabo del Sol Hotel & Residences, Thompson Hotels Residences in Mexico, and The Standard Residences in Lisbon.

Statistics:

  • Hyatt has over 40 hotels globally in active discussions to join the Unscripted by Hyatt brand.
  • The online World of Hyatt loyalty program now has more than 56 million members.
  • Hyatt's Lifestyle portfolio has grown by more than 11% in the past year, with over 30 new properties and 3,500 rooms added.
  • Hyatt's Luxury portfolio has grown by over 5% in the past year, with a focus on immersive experiences, branded residences, and well-being offerings.
  • Hyatt's branded residential portfolio includes over 50 projects open or in development worldwide.

Sources:

  • Hyatt Hotels Corporation press release announcing Unscripted by Hyatt
  • Businesswire press release announcing growth in Luxury portfolio
  • Hyatt Hotels Corporation press release announcing expansion of Branded Residential portfolio
  • https://www.essential.hyatt.com/
  • https://world.hyatt.com/en-US
  • https://www.parkhyatt.com/
  • https://www.andaz.com/
  • https://www.thompsonhotels.com/

Read more