Designed for travellers 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 flavour 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.

Hyatt’s focus on its Essentials portfolio is part of its insights-led evolution to deepen and enrich experiences for guests and owners within five distinct brand portfolios. As Hyatt scales its select service offerings within its Essentials portfolio, it is simultaneously expanding its Lifestyle and Luxury portfolios to grow in more markets, with more members, for more stay occasions.

Hyatt’s Lifestyle portfolio continues to set the standard for immersive, design-driven hospitality. Known for bold design, vibrant dining, and unique cultural programming, the Lifestyle portfolio added more than 30 new properties and 3,500 rooms between the first quarter of 2024 and first quarter of this year, including exciting openings and the acquisition of Standard International’s brands.

The Standard, The StandardX and Bunkhouse Hotels are generating strong demand from guests, group customers, and owners alike as Hyatt increases its lifestyle offerings. Additionally, World of Hyatt members can now earn and redeem points at most The Standard and The StandardX hotels, including locations like New York, Ibiza, London, and Bangkok – bringing even more global lifestyle experiences into the programme.

The Lifestyle portfolio has a number of exciting openings ahead, with Andaz Nagoya recently signed and coming at a to-be-announced date, as well as the following hotels set to open through 2026:

• Thompson Miami Beach (expected to open in Q3 2025
• Thompson Shanghai Expo (expected to open in November 2025)
• Andaz Lisbon (expected to open in Q4 2025
• Andaz Turks & Caicos at Grace Bay(expected to open in early 2026)
• Andaz Gold Coast (expected to open in 2026)
• The Standard, Lisbon (expected to open in 2026)
• Thompson Seville(expected to open in 2026)
• Andaz Shanghai ITC (expected to open in Q1 2026)
• The Standard, Mexico City (expected to open in 2026)

At the end of the first quarter of this year compared to the same period in 2024, the number of rooms in the Luxury portfolio has grown by more than 5 percent. This momentum continues with upcoming and exciting planned openings for the portfolio through 2026 including:

• Park Hyatt Los Cabos at Cabo del Sol Hotel & Residences (expected to open in summer 2025)
• Park Hyatt Kuala Lumpur (expected to open in August 2025)
• Alila Mayakoba (expected to resume operations in 2025 after rebranding from Andaz Mayakoba)
• Park Hyatt Johannesburg (expected to open in Q3 2025)
• Miraval The Red Sea (expected to open in Q4 2025
• The Barai((expected to open in July 2026)
• Park Hyatt Mexico City Hotel & Residences (expected to open in 2026)
• Park Hyatt Cancun (expected to open in 2026)