Hyatt Launches Conversion & Reflag Friendly Collection Brand – Unscripted

Hyatt today announced that it would launch Unscripted collection brand that would be conversion and “adaptive reuse” friendly.

The brand would be positioned in the “upscale” segment, below luxury and upper upscale, in its Essentials portfolio (the lowest quality). Hyatt already has an Unbound Collection soft brand in the luxury segment.

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Hyatt’s Announcement:

Hyatt Announces Unscripted by Hyatt, a New Upscale Collection Brand, As Part of Brand-Led Evolution to Grow in More Markets, With More Members, for More Stay Occasions

CHICAGO (MAY 30, 2025) – Hyatt Hotels Corporation (NYSE: H) today announced Unscripted by Hyatt, the newest brand in its growing Essentials portfolio. Designed for travelers 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 flavor 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.

“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,” said Dan Hansen, Head of Americas Development, 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.”

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 Current Brands:

Conclusion

Looking at Hyatt’s announcement, this brand would likely be what Tribute Portfolio is to Marriott (formerly an SPG brand), Voco for IHG, or Canopy for Hilton.

“Adaptive reuse” and conversion-friendly verbiage likely means reflags down from other current Hyatt or other brands, where the hotel owner doesn’t want to invest the capital to maintain the current affiliation.

These conversion-friendly collection brands have grown significantly lately, and Marriott just launched its really level Series by Marriott last week (read more here).

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