Hyatt Hotels has announced Unscripted by Hyatt, the newest brand in its Essentials portfolio. 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 identity and positioning while benefiting from Hyatt’s global scale, including the World of Hyatt loyalty program. As Hyatt scales its select service offerings within its Essentials portfolio, it is simultaneously expanding its Lifestyle and Luxury portfolios in more markets.
Hyatt’s Lifestyle portfolio
Hyatt’s Lifestyle portfolio increased its room count by over 11 percent at the end of Q1 2025 compared to the same period last year. More than 30 new properties and 3,500 rooms were added between Q1 2024 and Q1 2025, including new openings and the acquisition of Standard International’s brands. The Standard, The StandardX and Bunkhouse Hotels are generating strong demand from guests, group customers and owners alike as Hyatt increases its lifestyle offerings. Additionally, World of Hyatt members can now earn and redeem points at most The Standard and The StandardX hotels, with locations in New York, Ibiza, London and Bangkok.
Hyatt’s Lifestyle Group, led by Amar Lalvani, president and creative director, is focused on enhancing Hyatt’s leading position in the lifestyle segment. The Lifestyle portfolio has a number of openings ahead, with the recent signing of Andaz Nagoya as well as the following hotels set to open through 2026:
- Thompson Miami Beach (expected to open in Q3 2025)
- Thompson Shanghai Expo (expected to open in November 2025), marking the brand’s debut in Asia Pacific
- Andaz Lisbon (expected to open in Q4 2025)
- Andaz Turks & Caicos at Grace Bay (expected to open in early 2026), marking the first Hyatt hotel on Turks & Caicos and the first Andaz hotel in the Caribbean
- Andaz Gold Coast (expected to open in 2026), marking the debut of Andaz in Australia
- The Standard, Lisbon (expected to open in 2026) at the former Santa Clara Palace
- Thompson Seville (expected to open in 2026), debuting in Spain’s fourth-largest city
- Andaz Shanghai ITC (expected to open in Q1 2026)
- The Standard, Mexico City (expected to open in 2026)
Hyatt’s Luxury portfolio
At the end of Q1 2025 compared to the same period last year, the number of rooms in the Luxury portfolio has grown by more than 5 percent. This momentum continues with upcoming and exciting planned openings for the portfolio through 2026 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
- Park Hyatt Kuala Lumpur (expected to open in August 2025)
- Alila Mayakoba (expected to resume operations in 2025 after rebranding from Andaz Mayakoba) will mark the debut of the Alila brand in the CALA region
- Park Hyatt Johannesburg (expected to open in Q3 2025)
- Miraval The Red Sea (expected to open in Q4 2025), the Miraval brand’s first resort outside the United States
- The Barai (expected to open in July 2026) will debut The Unbound Collection by Hyatt in Thailand
- Park Hyatt Mexico City Hotel & Residences (expected to open in 2026)
- Park Hyatt Cancun (expected to open in 2026)
Hyatt is also witnessing a surging demand for its branded residences. The portfolio includes Park Hyatt, Thompson Hotels, Andaz, The Standard, Miraval and more. 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 such as Cancun, Puerto Vallarta and Mexico City, along with the recently opened The Standard Residences in Lisbon and other upcoming openings in Miami and Asia.
For more information, visit www.hyatt.com/development.
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