What is Unscripted by Hyatt and how does it work?
HYATT HOTELS CORP. recently added the Unscripted brand, part of Dream Hotel Group, to its Essentials portfolio. Rebranded as Unscripted by Hyatt, it targets growth through adaptive reuse and conversion-friendly projects, filling a gap in Hyatt’s offerings.
More than 40 hotels globally are in discussions to join the brand, which offers independent properties and small portfolios an operating model with minimal oversight and flexible brand standards, Hyatt said in a statement.
“The Unscripted by Hyatt brand gives owners a flexible path to join the Hyatt system while still delivering the dependable experience guests expect from Hyatt,” said Dan Hansen, Hyatt’s head of development for the Americas. “By joining the growing World of Hyatt loyalty program, owners benefit from our network, where a new brand like Unscripted by Hyatt widens our guest and customer reach and strengthens the value of the whole Hyatt system.”
In 2022, Hyatt acquired Dream Hotel Group’s lifestyle brands—Dream Hotels, The Chatwal Hotels and Unscripted Hotels—for about $300 million.
The company’s focus on its Essentials portfolio is part of efforts to evolve for guests and owners across five brand portfolios, the statement said. Net rooms grew 10.5 percent over last year at the end of the first quarter, driven by growth in Essentials, Lifestyle and Luxury portfolios and branded residential demand. It is now expanding its Lifestyle and Luxury portfolios to reach more markets, members and stay occasions.
Expanding the portfolio
Hyatt’s Lifestyle portfolio grew its room count by more than 11 percent at the end of the first quarter compared to the same period last year. Between the first quarter of 2024 and the first quarter of 2025, it added more than 30 properties and 3,500 rooms, including the acquisition of Standard International’s brands in October 2024.
The Standard, The StandardX and Bunkhouse Hotels are generating demand from guests, group customers and owners, the statement said. Hyatt’s Lifestyle Group, formed after acquiring Standard International, is led by President and Creative Director Amar Lalvani.
The Lifestyle portfolio has several openings ahead, including Thompson Miami Beach, expected to open in the third quarter of 2025. The 147-room hotel near Lincoln Road will feature interiors and suites by designer Gulla Jónsdóttir.
The Luxury portfolio’s room count grew more than 5 percent at the end of the first quarter compared to the same period last year. Hyatt is also seeing increased demand for its branded residences, a growing segment of luxury real estate worldwide. Hyatt’s branded residential portfolio includes Park Hyatt, Thompson Hotels, Andaz, The Standard, Miraval and others.
“Born from Hyatt’s luxury expertise, Hyatt’s branded residential portfolio offers living experiences with Hyatt’s brands in the world’s top destinations,” said Tina Necrason, Hyatt’s global head of branded residential. “Each residence reflects the brand’s identity—reimagined for private ownership where hotel-inspired living meets everyday needs and desires.”
IHG Hotels & Resorts nearly doubled global conversion signings from 2023 to 2024. Its recently acquired European boutique brand Ruby will be franchise-ready in the U.S. later this year. Similarly, Marriott International recently launched “Series by Marriott”, a global brand targeting midscale and upscale segments, debuting in India and now pitched in the U.S.
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