Hyatt Hotels Corporation has officially announced the launch of Unscripted by Hyatt, which would be the newest brand in its growing Essentials portfolio.
According to certain reports, the stated brand is markedly designed for travelers who value the essentials and prefer spontaneity over structure, More on the same would reveal how Unscripted by Hyatt hotels will bring to the fore a flexible, collection-style approach where each property reflects its own identity and local flavor, all while maintaining the quality and care standards of any Hyatt property.
Focused on the upscale segment, the Unscripted by Hyatt brand will also pursue growth through adaptive reuse and conversion-friendly opportunities. It will also offer independent properties and small portfolios a light-touch operating model, along with the access to award-winning World of Hyatt loyalty program.
All in all, Hyatt’s Essentials portfolio actually arrives on the scene as part of its insights-led evolution to enrich experiences for guests and owners across five distinct brand portfolios. You see, as Hyatt scales its select service offerings within its Essentials portfolio, it is simultaneously expanding its Lifestyle and Luxury portfolios to grow in more markets.
“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. “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.”
Staying on Hyatt’s Lifestyle portfolio for a second, it would go on to add more than 30 new properties and 3,500 rooms between the first quarter of 2024 and first quarter of 2025, Even for the near-term ahead, this Lifestyle portfolio has a number of exciting openings in the pipeline.
Talk about these openings on a slightly deeper level, we begin from Thompson Miami Beach, which is expected to become operational in Q3 2025. Located just steps from the beach and the famed Lincoln Road shopping scene, this particular property will feature 147 stylish rooms, all served in a chic interior. The suites here are also designed by internationally acclaimed designer Gulla Jónsdóttir.
Next up, we have Thompson Shanghai Expo. Marking a debut for Thompson brand in Asia Pacific, the stated property is inspired by Shanghai’s industrial legacy and cosmopolitan energy. As an urban retreat, it will also celebrate contemporary design, curated art, and innovative gastronomy.
Thompson Shanghai Expo is expected to go live in November 2025.
Then, there is Andaz Lisbon. Located in the Baixa district, this property will essentially pack together five buildings, including the former Banco Português de Investimento, joined by 232 rooms, a rooftop, and a bold design rooted in local culture. Andaz Lisbon is slated to open in Q4 of 2025.
Another detail worth a mention is rooted in Hyatt Lifestyle’s Andaz Turks & Caicos at Grace Bay, which would be the first Hyatt hotel on islands of Turks & Caicos and the first Andaz hotel in the Caribbean. The stated 5.5+ acre resort will basically offer three restaurants and bars, a spa, kids club, an indoor fitness center, as well as recreational water sports.
Beyond that, there would be Andaz Gold Coast. Andaz Gold Coast would be the first Andaz hotel in Australia. Not just that, it is also a part of the world-class integrated development on Broadbeach Island, Queensland. Hence, it should be able to offer easy access to sandy beaches, rainforests, and plenty different dining and entertainment options.
Joining the mix would be The Standard, Lisbon. Set to open in the former Santa Clara Palace, the property will enjoy features 197 rooms, rooftop views, dining venues, and 32 branded residences.
Hold on, we are not done yet, considering we haven’t yet touched upon Hyatt’s plan to open a The Standard property in Mexico City. Slated for a launch in 2026, this one should open in time for one of soccer’s biggest events i.e. FIFA World Cup. It will be set in Tabacalera, a historic neighborhood undergoing significant transformation due to its distinct art, culture and gastronomy.
