Hyatt Unveils the Trendy Unscripted Collection

Amidst the relentless brand inflation sweeping hotel giants lately, everyone seems eager to charm an army of hotel owners. Joining this chorus, Hyatt has just rolled out its swanky new brand details. Let’s dive in, shall we?

Basics of the Unscripted by Hyatt Hotel Brand

Enter Unscripted by Hyatt, the freshest addition to Hyatt’s burgeoning brand family. Marketed for those who cherish life’s essentials and adore a bit of spontaneity, this brand promises a fluid, collection-style approach. Picture each hotel flaunting its unique character and local vibe, yet still oozing that signature Hyatt class and care.

This shiny new brand finds its niche in Hyatt’s “Essentials” portfolio and cozies up nicely in the upscale segment. It fills a crucial gap, promising growth through adaptive reuse and conversion-friendly opportunities. So far, a chatty bunch of 40 hotels globally are mulling over joining the club. The model is billed as “light-touch” and flexible, with initial locations expected to spring from conversions, not new builds.

“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 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.”

— Dan Hansen, Hyatt’s Head of Americas Development

How is this Brand Positioned in the Market?

Whenever hotels drop a press release about their shiny new brands, consumers need to play detective and sift through the marketing jargon. You see, those tidbits are often crafted with investors and hotel owners in mind, not necessarily us mere mortals.

Here’s the lowdown: The brand will occupy the upscale niche—more on Hyatt’s budget side. Forget luxury; think of cozy, conversion-friendly hotels with a splash of local flair. Few consistent brand standards are expected, meaning these hotels will reflect their individual personalities.

At first glance, this could be a budget buddy to the Unbound Collection by Hyatt—a gang of plush, independent property royalties. Maybe a notch under JdV by Hyatt, both share rather similar descriptions.

In Hyatt’s words, JdV represents “a collection of original hotels with a deep reverence for the neighborhoods each destination is rooted in,” offering tales woven by their surroundings and their community anchors.

• Flexible and independent
• Loyalty perks without losing local soul
• Adaptive reuse—think charming, limited service

To draw a parallel, maybe Unbound Collection by Hyatt is like Luxury Collection or Autograph Collection, JdV resembles Tribute Portfolio, and Unscripted by Hyatt—well, the mystery remains. Either way, inviting unique, independent properties to the big hotel leagues is a positive move, leveraging the power of loyal followers and global reach. Speaking of escapes, take a peek at Val Seny ski resort for some winter wonder.

Bottom Line

Unscripted by Hyatt’s arrival marks a new chapter in the collection-style hotel saga, parked in the upscale market tier. Think of it as a modest counterpart to the Unbound Collection by Hyatt. Its vibe resonates with JdV by Hyatt, but with a more down-to-earth twist.

What’s your take on this Unscripted by Hyatt venture?