Hyatt Hotels Corp. has added the Unscripted brand, part of Dream Hotel Group, to its Essentials portfolio. Now known as Unscripted by Hyatt, the collection will take a flexible, collection-style approach where each property reflects its own identity and local flavor. Hyatt said it has more than 40 hotels globally in active discussions to join the brand.
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, according to the company. Unscripted by Hyatt brand gives independent properties and small portfolios a light-touch operating model and flexible brand standards—empowering owners to maintain their unique identity and positioning while benefiting from Hyatt’s scale.
“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,” Dan Hansen, head of Americas Development, Hyatt, said in a statement. “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’s focus on its Essentials portfolio is part of its insights-led evolution to deepen and enrich experiences for guests and owners within five distinct brand portfolios. 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, with more members, for more stay occasions.
This latest soft brand announcement follows Marriott's launch of its Series by Marriott soft brand last week. Series by Marriott is designed for the the midscale and upscale lodging segments and the company is debuting this new brand in India.
Hyatt Lifestyle Portfolio Growth
Hyatt’s Lifestyle portfolio grows its room count by more than 11 percent as of the end of first quarter 2025 compared to the same period last year. The Lifestyle portfolio added more than 30 new properties and 3,500 rooms between the first quarter of 2024 and first quarter of 2025, including exciting openings and the acquisition of Standard International’s brands.
The Standard, The StandardX and Bunkhouse Hotels are generating demand from guests, group customers and owners, Hyatt reports. The recent formation of Hyatt’s Lifestyle Group is led by President and Creative Director Amar Lalvani, following Hyatt acquisition of Standard International.
The following hotels set to open in the Lifestyle portfolio through 2026:
- Thompson Miami Beach (expected to open in Q3 2025) is steps from the beach and the Lincoln Road shopping scene. With 147 rooms, Thompson Miami Beach will have suites by designer Gulla Jónsdóttir.
- Thompson Shanghai Expo (expected to open in November 2025) will debut the Thompson brand in Asia Pacific and is inspired by Shanghai’s industrial legacy and cosmopolitan energy.
- 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.
- Andaz Turks & Caicos at Grace Bay (expected to open in early 2026) will mark the first Hyatt hotel on the islands of Turks & Caicos and the first Andaz hotel in the Caribbean. The 5.5+ acre resort will have three restaurants and bars, a spa, 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 open in the former Santa Clara Palace with 197 rooms, rooftop views, dining venues and 32 branded residences.
- Thompson Seville (expected to open in 2026) will debut in Spain’s fourth-largest city with 101 rooms, a rooftop pool, dining and co-working spaces.
- Andaz Shanghai ITC (expected to open in Q1 2026) will be in Xujiahui in Central 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 neighborhood undergoing significant transformation due to its distinct art, culture and gastronomy.
Luxury Offerings
At the end of the first quarter of 2025 compared to the same period last year, the number of rooms in the Luxury portfolio has grown by more than 5 percent. Planned openings for the portfolio through 2026 include:
- 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, and 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, offering a wellbeing sanctuary with a collection of 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, serving 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. and designed around immersive, personalized wellness programming, will open on Shura Island with 180 rooms and suites.
- 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, gobal 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.”