Unscripted by Hyatt
Hyatt Hotels today announced Unscripted by Hyatt, its latest brand in its growing Essentials portfolio. The new brand is designed for travelers who “value the essentials and prefer spontaneity over structure”. Unscripted by Hyatt properties will have 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 “is designed to unlock growth through adaptive reuse and conversion-friendly opportunities,” the press release says. 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.
“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 of 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.”
For World of Hyatt guests, the addition of yet another brand can be useful for earning Brand Explorer awards.
