Upscale hotels will be part of Essentials portfolio

Hyatt Hotels Corporation announced the launch of Unscripted by Hyatt, a collection brand that will be part of its Essentials portfolio. Positioned in the upscale segment, said the announcement, 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, said the announcement, Unscripted by Hyatt 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 World of Hyatt loyalty program, which now has more than 56 million members.

Dan Hansen, head of Americas development, said the new brand “gives owners a flexible path to join the Hyatt system while still delivering the high-quality, dependable experience guests expect from Hyatt.” The Essentials portfolio includes Caption by Hyatt, Hyatt Place, Hyatt House, Hyatt Studios and UrCove by Hyatt.