Hyatt expands growth with launch of new upscale collection brand

Hyatt Hotels Corporation has unveiled a new brand in its Essentials Portfolio, which is designed for travellers who value the essentials and prefer spontaneity over structure.  

Also known as “Unscripted by Hyatt”, the new brand will adopt a collection-style approach, with each property reflecting its own identity and local flavour while maintaining Hyatt’s high standards of quality and care.

Positioned in the upscale segment, Unscripted by Hyatt aims to fill a significant gap in Hyatt’s portfolio and unlock growth opportunities through flexible deal structures, adaptive reuse, and conversion-friendly options.

Currently, over 40 hotels globally are in discussions to join the brand, which offers independent properties and small portfolios a light-touch operating model and flexible brand standards. This allows owners to maintain their unique identity while benefiting from Hyatt’s global scale, including the World of Hyatt loyalty programme, which has over 56 million members, according to the release. 

Hyatt’s focus on its Essentials portfolio is part of a broader strategy to enhance guest and owner experiences across five distinct brand portfolios. As Hyatt scales its select service offerings, it is also expanding its Lifestyle and Luxury portfolios to grow in more markets and attract more members.

On the other hand, Hyatt has planned to launch several new hotels this year. For example, it will debut the Thompson brand in Shanghai in November, drawing inspiration from the city's industrial legacy and cosmopolitan energy. This urban retreat will celebrate contemporary design, curated art, and innovative gastronomy – a true reflection of the city’s vibrant spirit. Park Hyatt Kuala Lumpur is also expected to open in August, occupying the top floors of Merdeka 118, the tallest skyscraper in Asia Pacific, and be the first Park Hyatt property in Malaysia, overlooking Stadium Merdeka, Malaysia’s national treasure and a UNESCO heritage site.

In the lifestyle segment, Hyatt's room count has risen by over 11% compared to last year, with more than 30 new properties and 3,500 rooms added from first quarter of 2024 to first quarter of 2025, according to the release. The Luxury portfolio is also seeing strong demand, with a year-on-year growth of over 5%. Additionally, interest in branded residences is increasing, with more than 50 projects either open or in development globally, including several in desirable Asia Pacific locations.

Dan Hansen, head of Americas development, Hyatt, said: “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 like Unscripted by Hyatt widens our guest and customer reach and strengthens the value of the whole Hyatt system.”

Tina Necrason, global head of branded residential, Hyatt, said: “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 everyday needs and desires.”

Don’t miss: Hyatt expands portfolio across China via joint venture with CR Land

Back in October last year, Hyatt and China Resources Land (CR Land) formed a joint venture to expand Hyatt's brand presence across China as part of its asset-light expansion strategy in its second-largest market.

Additionally, Hyatt and CR Land entered a strategic agreement to develop more Hyatt-branded hotels and have signed agreements for key projects such as Park Hyatt Xi’an and Andaz Dongguan.

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