Hyatt Hotels Launches Unscripted by Hyatt, Expanding Luxury and Lifestyle Portfolio
May 31, 2025 — USA: Hyatt Hotels Corporation is set to redefine modern hospitality with the announcement of its new upscale brand, Unscripted by Hyatt. This initiative focuses on delivering genuine, spontaneous experiences for travelers and aims to capture the essence of local culture through design-centric hotels. With over 40 hotels under development worldwide, Unscripted is designed for independent-minded explorers who value simplicity and authenticity.
This launch complements Hyatt’s growth strategy in the upscale segment, enhancing its already successful Lifestyle and Luxury collections. Unscripted properties promise relaxed atmospheres and high-quality accommodation, celebrating their unique character and local cultures.
In the first quarter of 2025, Hyatt’s Lifestyle portfolio grew by over 11% compared to 2024, driven by immersive, design-focused offerings that appeal to modern travelers. Notable upcoming openings include Thompson Miami Beach, Thompson Shanghai Expo, and Andaz Lisbon, each bringing vibrant, culturally-rich experiences to their respective markets.
Hyatt’s Luxury collection has also experienced a 5% increase in room count this year, focusing on transformative well-being services and personalized luxury. Key luxury openings include Park Hyatt Los Cabos and Miraval The Red Sea, which emphasize unparalleled service and relaxation.
The expansion into Unscripted by Hyatt showcases the brand’s commitment to innovation in hospitality, offering a diverse range of properties tailored to meet the evolving needs of today’s travelers. Through this strategic push, Hyatt aims to create distinctive experiences that reflect local flavors, fostering meaningful connections while reinforcing its leadership in the global hospitality industry. With a growing portfolio that accommodates dynamic city escapes, serene beachfront retreats, and wellness-focused destinations, Hyatt is poised to remain a preferred choice for travelers around the world.
Note: The image is for illustrative purposes only and is not the original image associated with the presented article. Due to copyright reasons, we are unable to use the original images. However, you can still enjoy the accurate and up-to-date content and information provided.
