Hyatt has launched its new brand, Unscripted, designed to appeal to independent hotels and small portfolios. This flexible, collection-style approach aims to bolster Hyatt's market presence and cater to changing traveler preferences. Dan Hansen, Hyatt's Head of Americas Development, explained that Unscripted offers a viable path for hotel owners to join the Hyatt system while ensuring a consistent guest experience. Analysts suggest Unscripted could be seen as a more accessible version of Hyatt’s Unbound Collection, thus broadening options for travelers and enhancing Hyatt's competitiveness in the industry.
With the introduction of Unscripted by Hyatt, the brand aims to attract independent properties and small portfolios, effectively expanding Hyatt's global reach.
Dan Hansen noted that Unscripted provides a flexible path for hotel owners to join Hyatt while maintaining the quality guests expect from the brand.
Hyatt’s new brand Unscripted is a strategic move to cater to evolving traveler preferences and to strengthen the company’s position in the competitive hospitality market.
Industry analysts speculate that Unscripted may serve as a more approachable, less luxurious alternative compared to Hyatt's Unbound Collection, addressing diverse traveler needs.
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