Introducing Unscripted: Hyatt’s Latest Collection

New Brand Alert: Unscripted by Hyatt

Hyatt Hotels Corporation has announced its latest brand, Unscripted by Hyatt, which is part of the expanding Essentials portfolio. Unscripted by Hyatt is designed for travellers who appreciate essential comforts and prefer spontaneity to structure. Each hotel in this brand will adopt a flexible, collection-style approach, allowing each property to showcase its unique identity and local character while maintaining Hyatt’s high standards of quality and care.

The Unscripted by Hyatt brand occupies a premium segment within Hyatt’s portfolio, presenting a significant growth opportunity through adaptive reuse and flexible conversion options. Currently, discussions are ongoing for over 40 hotels worldwide to join this brand. Unscripted by Hyatt offers independent properties and small portfolios a flexible operating model and adaptable brand standards. This approach allows owners to maintain their unique identity and positioning while benefiting from Hyatt’s extensive resources, including the highly acclaimed World of Hyatt loyalty program, which now has over 56 million members.

“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 is concentrating on its Essentials portfolio as part of its strategy to enhance and enrich experiences for both guests and owners across five distinct brand portfolios. As Hyatt expands its select service offerings within the Essentials portfolio, it is also growing its Lifestyle and Luxury portfolios to reach more markets, attract more members, and accommodate a wider range of stay occasions.

Hyatt’s Lifestyle portfolio grows room count by more than 11% as of the end of first quarter 2025 compared to the same period last year

Hyatt’s Lifestyle portfolio continues to set the standard for immersive and design-driven hospitality. Renowned for its bold design, vibrant dining options, and unique cultural programming, the Lifestyle portfolio expanded significantly between the first quarter of 2024 and the first quarter of 2025, adding over 30 new properties and 3,500 rooms. This growth includes several exciting openings as well as the acquisition of Standard International’s brands.

The Standard, The StandardX, and Bunkhouse Hotels are seeing robust demand from guests, group customers, and owners as Hyatt expands its lifestyle offerings. Furthermore, World of Hyatt members can now earn and redeem points at most The Standard and The StandardX locations, including popular destinations such as New York, Ibiza, London, and Bangkok. This integration brings even more global lifestyle experiences to the program.

Hyatt has recently established the Lifestyle Group, which is led by Amar Lalvani, the President and Creative Director. This group aims to strengthen Hyatt’s prominent position in the lifestyle segment. The Lifestyle portfolio includes several exciting new openings, such as Andaz Nagoya, which has been signed and will open on a date yet to be announced. In addition, several other hotels are set to open by 2026.

• Thompson Miami Beach (expected to open in Q3 2025) is just steps from the beach and the famed Lincoln Road shopping scene. With 147 stylish rooms, it will offer a chic interior and suites by internationally acclaimed designer Gulla Jónsdóttir.
• Thompson Shanghai Expo (expected to open in November 2025) will debut the Thompson brand in Asia Pacific. It is inspired by Shanghai’s industrial legacy and cosmopolitan energy. This urban retreat will celebrate contemporary design, curated art, and innovative gastronomy—a true reflection of the city’s vibrant spirit.
• Andaz Lisbon (expected to open in Q4 2025), located in the Baixa district, will span five buildings—including the former Banco Português de Investimento—with 232 rooms, a rooftop, and a bold design rooted in local culture.
• Andaz Turks & Caicos at Grace Bay (expected to open in early 2026) will be the first Hyatt hotel on the islands of Turks & Caicos and the first Andaz hotel in the Caribbean. The 5.5+ acre resort will offer three restaurants and bars, a spa, a kids’ club, an indoor fitness center, and recreational water sports.
• Andaz Gold Coast (expected to open in 2026) will be the first Andaz hotel in Australia. Part of the world-class integrated development on Broadbeach Island, Queensland, the property will offer easy access to sandy beaches, rainforests, and a myriad of dining and entertainment options.
• The Standard, Lisbon (expected to open in 2026) will be located in the former Santa Clara Palace and will feature 197 rooms, rooftop views, dining venues, and 32 branded residences. It will blend heritage, design, and a prime city location.
• Thompson Seville (expected to open in 2026) will debut in Spain’s fourth-largest city, channelling its vibrant creative energy. Its 101 rooms, rooftop pool, dining, and co-working spaces will be set within a culturally rich location.
• Andaz Shanghai ITC (expected to open in Q1 2026) will be situated in Xujiahui in central Shanghai. The brand’s distinct expressions of local culture and focus on elevated sensory experiences will offer global travellers inspiring and unique experiences in the vibrant city of Shanghai.
• The Standard, Mexico City (expected to open in 2026) is anticipated to open in time for one of soccer’s biggest events, and will be set in Tabacalera, a historic neighbourhood undergoing significant transformation due to its distinct art, culture and gastronomy.

Luxury offerings continue strong momentum driven by demand for experiences and branded residences

Hyatt’s expanding Luxury portfolio offers guests a carefully curated selection of brands that highlight cultural immersion, transformative wellbeing, and modern elegance in a residential setting. With offerings like Park Hyatt, known for its blend of sophistication and understated luxury, the culturally rich and environmentally conscious Alila, and the unique independent hotels featured in The Unbound Collection by Hyatt, the Luxury portfolio continues to attract strong and sustained interest from both guests and owners.

At the end of the first quarter of 2025, compared to last year’s period, the number of rooms in the Luxury portfolio has grown by more than 5%. This momentum continues with upcoming and exciting planned openings for the portfolio through 202,6 including:

• Park Hyatt Los Cabos at Cabo del Sol Hotel & Residences (expected to open in summer 2025) will introduce the Park Hyatt brand to Mexico with a 59,000-square-foot wellness complex and 163 guestrooms and suites across two miles of coastline in the exclusive Cabo del Sol enclave.
• Park Hyatt Kuala Lumpur (expected to open in August 2025) will occupy the top floors of Merdeka 118, the tallest skyscraper in Asia Pacific. It will be the first Park Hyatt property in Malaysia, overlooking Stadium Merdeka, Malaysia’s national treasure and a UNESCO heritage site.
• Alila Mayakoba (expected to resume operations in 2025 after rebranding from Andaz Mayakoba) will mark the debut of the Alila brand in Latin America and the Caribbean. It will offer a wellbeing sanctuary with 118 guestrooms and 64 suites and Spa Alila, offering holistic wellness experiences deeply connected to local culture and sustainability.
• Park Hyatt Johannesburg (expected to open in Q3 2025) will offer 31 rooms of pure, understated luxury. It will serve as a refined retreat in the vibrant Rosebank district, a cultural and commercial hub in the heart of the city.
• Miraval The Red Sea (expected to open in Q4 2025), the Miraval brand’s first resort outside the U.S., will open on Shura Island with 180 rooms and suites. It is designed around immersive, personalised wellness programming.
• The Barai (part of The Unbound Collection by Hyatt) (expected to open in July 2026) will debut The Unbound Collection by Hyatt in Thailand. Set in the coastal city of Hua Hin, the resort will embody elevated wellness experiences where architecture meets the elements of nature, wind, water, fire and earth, inspired by Khmer spiritual design.
• Park Hyatt Mexico City Hotel & Residences (expected to open in 2026) will feature 155 guestrooms and will be located on the upscale Campos Elíseos Street overlooking Mexico City’s iconic Chapultepec Park.
• Park Hyatt Cancun (expected to open in 2026) will offer beachfront access, immersive and rare culinary, bar and lounge experiences, and world-renowned architecture and design.

As an extension of Hyatt’s luxury growth, Hyatt is also seeing increasing demand for its branded residences, one of the fastest-growing segments of luxury real estate globally. Hyatt’s growing branded residential portfolio includes brands like Park Hyatt, Thompson Hotels, Andaz, The Standard, Miraval, and more.

“Born from Hyatt’s luxury expertise, Hyatt’s branded residential portfolio offers extraordinary living experiences with Hyatt’s globally renowned brands in the world’s most desirable destinations,” said Tina Necrason, Global Head of Branded Residential, Hyatt.

“Each residence reflects the brand’s unique identity – reimagined for private ownership where hotel-inspired living meets every-day needs and desires.”

Hyatt has a rich legacy in luxury, with over 50 branded residential projects either open or in development worldwide. The company aims to redefine excellence in residential living. Upcoming openings include the Park Hyatt Los Cabos at Cabo del Sol Hotel & Residences, as well as plans for five Thompson Hotels Residences set to debut in Mexico, in cities such as Cancun, Puerto Vallarta, and Mexico City. Recently, The Standard Residences opened in Lisbon, and there are additional openings planned in Miami and Asia.