Wednesday, June 4, 2025
Hyatt Hotels Corporation has recently introduced Unscripted by Hyatt, a fresh and innovative addition to its Essentials portfolio crafted specifically for travelers who prioritize simplicity and flexibility. This new brand adopts a collection-style concept, allowing each hotel to showcase its distinct local character while firmly upholding Hyatt’s longstanding commitment to superior quality and exceptional service.
Positioned within the upscale segment, Unscripted by Hyatt targets growth through flexible agreements, adaptive reuse initiatives, and the conversion of existing properties. At present, over 40 hotels across the globe are in ongoing talks to become part of this vibrant brand. By offering independent hotels and smaller groups a streamlined operational framework and flexible brand standards, Unscripted enables these properties to retain their unique identities while benefiting from Hyatt’s vast global network and the powerful World of Hyatt loyalty program, which boasts over 56 million members globally. This strategic approach fosters a balance between local authenticity and global brand strength, appealing to today’s discerning travelers who seek personalized experiences without sacrificing quality.
Unscripted by Hyatt is a crucial part of Hyatt’s broader strategic vision, which aims to enhance guest and owner experiences across five distinct brand categories. Alongside the expansion of its select-service Essentials portfolio, Hyatt is also accelerating growth in its Lifestyle and Luxury segments to diversify its market reach and attract a wider array of travelers.
By the close of Q1 2025, Hyatt’s Lifestyle portfolio experienced impressive expansion, boosting its room capacity by over 11% compared to the previous year. Over the last twelve months, the portfolio welcomed over 30 new properties, adding approximately 3,500 rooms. This growth includes the successful integration of Standard International’s brand portfolio, further strengthening Hyatt’s footprint in the upscale lifestyle market.
To consolidate and drive expansion in this sector, Hyatt recently formed the Lifestyle Group, a dedicated team focused on managing operations and growth within the Lifestyle portfolio. Several high-profile openings are planned through 2026, marking Hyatt’s commitment to delivering distinctive and culturally resonant experiences worldwide. Among the key anticipated launches is Thompson Miami Beach, scheduled for the third quarter of 2025, offering 147 rooms conveniently located near the beach and the iconic Lincoln Road shopping district. In November 2025, Hyatt will introduce the Thompson Shanghai Expo, marking the brand’s inaugural property in the Asia-Pacific region. This hotel will be expertly crafted to showcase Shanghai’s vibrant local culture through its architecture and dining experiences.
Later in 2025, Hyatt will open Andaz Lisbon in the historic Baixa district, spanning five interconnected buildings with 232 rooms and rooftop amenities designed to provide stunning city views. The brand is also making a significant entry into the Caribbean market with Andaz Turks & Caicos at Grace Bay, a luxury resort featuring three gourmet restaurants, a full-service spa, and a variety of water sports activities. Moving to Australia, Hyatt will launch its first Andaz property in 2026, Andaz Gold Coast, integrated into a vibrant mixed-use development in Queensland. Upcoming openings in the next few years include The Standard Lisbon, Thompson Seville, Andaz Shanghai ITC, and The Standard Mexico City, with many of these launches strategically aligned with key international events such as the global soccer tournament.
Hyatt’s Luxury portfolio is also on a robust growth trajectory, with room counts increasing by more than five percent year-over-year from the first quarter of 2024. This prestigious collection includes renowned brands like Park Hyatt, Alila, and The Unbound Collection by Hyatt. Upcoming luxury openings include Park Hyatt Los Cabos, which will feature an expansive wellness center alongside 163 elegantly appointed rooms, and Park Hyatt Kuala Lumpur, set within Asia-Pacific’s tallest skyscraper, promising breathtaking views and unparalleled luxury.
The Alila Mayakoba resort will reopen in 2025 following an extensive rebranding, with a strong focus on wellness offerings inspired by the region’s cultural heritage. Mid-2025 will also witness the opening of Park Hyatt Johannesburg, a boutique property with 31 rooms located in the vibrant Rosebank district. Adding to Hyatt’s global luxury portfolio, Miraval, The Red Sea—the brand’s first resort outside the United States—will open on Shura Island, offering 180 rooms focused heavily on wellness and rejuvenation.
Additionally, The Unbound Collection by Hyatt will make its debut in Thailand with The Barai, a property inspired by wellness-driven design and guest experiences. Further Park Hyatt locations are planned in Mexico City and Cancun, continuing Hyatt’s expansion into prime luxury destinations.
Parallel to its hotel growth, Hyatt is actively expanding its branded residences segment, an increasingly significant part of its real estate strategy. These luxury residential projects are associated with several of Hyatt’s premier brands, including Park Hyatt, Thompson Hotels, Andaz, The Standard, and Miraval. New residences are planned in sought-after destinations such as Los Cabos, Mexico City, Cancun, and Puerto Vallarta, complementing the simultaneous growth of Hyatt’s hotel properties in these regions. This integrated approach allows Hyatt to cater to high-net-worth individuals seeking branded luxury residences with seamless access to world-class hospitality services.
In summary, Hyatt’s introduction of Unscripted by Hyatt alongside its aggressive growth in Lifestyle and Luxury portfolios highlights the company’s commitment to evolving with changing traveler preferences. By blending flexibility, authentic local experiences, and unmatched service quality, Hyatt continues to position itself as a global leader in hospitality, delivering exceptional value and unique experiences to guests around the world. This multifaceted expansion strategy ensures that Hyatt remains at the forefront of the industry, poised for sustained growth well into the future.
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