Hyatt Hotels Corp. revealed that Unscripted by Hyatt will be a collection brand for upscale independent hotels. Unscripted was one of the brands Hyatt obtained when it acquired Dream Hotel Group in February 2023.
Hyatt is targeting independent properties and small hotel portfolios seeking to join a major hospitality system. Hyatt says Unscripted will have "a light-touch operating model and flexible brand standards."
Unscripted will focus on conversions and adaptive reuse projects. Hyatt says it is in discussions with 40 hotels to join the collection. Hotels will be in the World of Hyatt loyalty program.
"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, Hyatt's head of Americas development.
Unscripted by Hyatt will be part of Hyatt's Essentials portfolio. Hyatt revamped its brand organization, grouping its flags into Luxury, Lifestyle, Inclusive, Classics and Essentials categories, earlier this year.
Hyatt's Essentials category comprises select-service brands like Caption by Hyatt, Hyatt Place, Hyatt House, Hyatt Studios, Hyatt Select and UrCove.