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.