Hyatt launches upscale collection brand

CHICAGO – Hyatt Hotels Corp. has launched Unscripted by Hyatt, an upscale soft brand to fill white space and create a product for adaptive reuse and conversion-friendly opportunities.

While no properties were announced at the launch, Hyatt said it has more than 40 hotels globally in active discussions, primarily conversions, to join the brand.

Hyatt added that its lifestyle portfolio grew by more than 11% as of the end of first quarter 2025 compared to the same period last year, adding more than 30 new properties and 3,500 rooms, including openings and the acquisition of Standard International’s brands.

Hyatt also said luxury offerings continue strong momentum, driven by demand for experiences and branded residences.

At the end of the first quarter of 2025 compared to the same period last year, the number of rooms in the Luxury portfolio has grown by more than 5%.

As an extension of Hyatt’s luxury growth, Hyatt said it has more than 50 branded residential projects open or in its pipeline around the world. Upcoming openings include Park Hyatt Los Cabos at Cabo del Sol Hotel & Residences, plans for five Thompson Hotels Residences to debut in Mexico in locations like Cancun, Puerto Vallarta, and Mexico City, along with the recently opened The Standard Residences in Lisbon and other upcoming openings in Miami and Asia.