Hyatt Announces Unscripted by Hyatt, a New Upscale Collection Brand, As Part of Brand-Led Evolution to Grow in More Markets, With More Members, for More Stay Occasions

CHICAGO--(BUSINESS WIRE)--May 30, 2025--

Hyatt Hotels Corporation (NYSE: H) today announced Unscripted by Hyatt, the newest brand in its growing Essentials portfolio. Designed for travelers who value the essentials and prefer spontaneity over structure, Unscripted by Hyatt hotels will bring to life a flexible, collection-style approach where each property reflects its own identity and local flavor yet remains unmistakably Hyatt in quality and care.

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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 unique identity and positioning while benefiting from Hyatt’s global scale, including the award-winning World of Hyatt loyalty program, now more than 56 million members strong.

“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’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.

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, design-driven hospitality. Known for bold design, vibrant dining, and unique cultural programming, 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 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, including locations like New York, Ibiza, London, and Bangkok – bringing even more global lifestyle experiences into the program.

The recent formation of Hyatt’s Lifestyle Group, led by Amar Lalvani, President & Creative Director, is focused on enhancing Hyatt’s leading position in the lifestyle segment. The Lifestyle portfolio has a number of exciting openings ahead, with Andaz Nagoya recently signed and coming at a to-be-announced date, as well as the following hotels set to open through 2026:

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

Hyatt’s growing Luxury portfolio invites guests to experience a curated assortment of brands that span cultural immersion, transformational wellbeing, residential modern elegance, and more. With brands like Park Hyatt which combines sophistication with understated luxury, the culturally rich and environmentally conscious Alila, and the compilation of independent, one-of-a-kind luxury hotels in The Unbound Collection by Hyatt, Hyatt’s Luxury portfolio continues to see strong, sustained demand from guests and owners alike.

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%. This momentum continues with upcoming and exciting planned openings for the portfolio through 2026 including:

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.”

With more than 50 branded residential projects open or in its pipeline around the world, Hyatt’s rich legacy in luxury enables the company to redefine residential living excellence. 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 like Cancun, Puerto Vallarta, and Mexico City, along with the recently opened The Standard Residences in Lisbon and other upcoming openings in Miami and Asia.

To learn more about upcoming openings and projects in Hyatt’s pipeline, please visit https://www.hyatt.com/development/.

The term “Hyatt” is used in this release for convenience to refer to Hyatt Hotels Corporation and/or one or more of its affiliates.

About Hyatt Hotels Corporation

Hyatt Hotels Corporation, headquartered in Chicago, is a leading global hospitality company guided by its purpose – to care for people so they can be their best. As of March 31, 2025, the Company's portfolio included more than 1,450 hotels and all-inclusive properties in 79 countries across six continents. The Company's offering includes brands in the Luxury Portfolio, including Park Hyatt ®, Alila ®, Miraval ®, Impression by Secrets, and The Unbound Collection by Hyatt ®; the Lifestyle Portfolio, including Andaz ®, Thompson Hotels ®, The Standard ®, Dream ® Hotels, The StandardX, Breathless Resorts & Spas ®, JdV by Hyatt ®, Bunkhouse ® Hotels, and Me and All Hotels; the Inclusive Collection, including Zoëtry ® Wellness & Spa Resorts, Hyatt Ziva ®, Hyatt Zilara ®, Secrets ® Resorts & Spas, Dreams ® Resorts & Spas, Hyatt Vivid Hotels & Resorts, Sunscape ® Resorts & Spas, Alua Hotels & Resorts ®, and Bahia Principe Hotels & Resorts; the Classics Portfolio, including Grand Hyatt ®, Hyatt Regency ®, Destination by Hyatt ®, Hyatt Centric ®, Hyatt Vacation Club ®, and Hyatt ®; and the Essentials Portfolio, including Caption by Hyatt ®, Hyatt Place ®, Hyatt House ®, Hyatt Studios, Hyatt Select, and UrCove. Subsidiaries of the Company operate the World of Hyatt® loyalty program, ALG Vacations®, Mr & Mrs Smith, Unlimited Vacation Club®, Amstar® DMC destination management services, and Trisept Solutions® technology services. For more information, please visit www.hyatt.com.

Forward-Looking Statements

Forward-Looking Statements in this press release, which are not historical facts, are forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. These statements include statements about the Company’s new brand and expected performance and demand, planned openings, and development pipeline. Our actual results, performance or achievements may differ materially from those expressed or implied by these forward-looking statements. In some cases, you can identify forward-looking statements by the use of words such as “may,” “could,” “expect,” “intend,” “plan,” “seek,” “anticipate,” “believe,” “estimate,” “predict,” “potential,” “continue,” “likely,” “will,” “would” and variations of these terms and similar expressions, or the negative of these terms or similar expressions. Such forward-looking statements are necessarily based upon estimates and assumptions that, while considered reasonable by us and our management, are inherently uncertain. Factors that may cause actual results to differ materially from current expectations include, but are not limited to, general economic uncertainty in key global markets and a worsening of global economic conditions or low levels of economic growth; the rate and pace of economic recovery following economic downturns; global supply chain constraints and interruptions, rising costs of construction-related labor and materials, and increases in costs due to inflation or other factors that may not be fully offset by increases in revenues in our business; risks affecting the luxury, resort, and all-inclusive lodging segments; levels of spending in business, leisure, and group segments, as well as consumer confidence; declines in occupancy and average daily rate; limited visibility with respect to future bookings; loss of key personnel; domestic and international political and geopolitical conditions, including political or civil unrest or changes in trade policy; the impact of global tariff policies or regulations; hostilities, or fear of hostilities, including future terrorist attacks, that affect travel; travel-related accidents; natural or man-made disasters, weather and climate-related events, such as earthquakes, tsunamis, tornadoes, hurricanes, droughts, floods, wildfires, oil spills, nuclear incidents, and global outbreaks of pandemics or contagious diseases, or fear of such outbreaks; our ability to successfully achieve specified levels of operating profits at hotels that have performance tests or guarantees in favor of our third-party owners; the impact of hotel renovations and redevelopments; risks associated with our capital allocation plans, share repurchase program, and dividend payments, including a reduction in, or elimination or suspension of, repurchase activity or dividend payments; the seasonal and cyclical nature of the real estate and hospitality businesses; changes in distribution arrangements, such as through internet travel intermediaries; changes in the tastes and preferences of our customers; relationships with colleagues and labor unions and changes in labor laws; the financial condition of, and our relationships with, third-party owners, franchisees, and hospitality venture partners; the possible inability of third-party owners, franchisees, or development partners to access the capital necessary to fund current operations or implement our plans for growth; risks associated with potential acquisitions and dispositions and our ability to successfully integrate completed acquisitions with existing operations; failure to successfully complete proposed transactions (including the failure to satisfy closing conditions or obtain required approvals); our ability to maintain effective internal control over financial reporting and disclosure controls and procedures; declines in the value of our real estate assets; unforeseen terminations of our management and hotel services agreements or franchise agreements; changes in federal, state, local, or foreign tax law; increases in interest rates, wages, and other operating costs; foreign exchange rate fluctuations or currency restructurings; risks associated with the introduction of new brand concepts, including lack of acceptance of new brands or innovation; general volatility of the capital markets and our ability to access such markets; changes in the competitive environment in our industry, industry consolidation, and the markets where we operate; our ability to successfully grow the World of Hyatt loyalty program and Unlimited Vacation Club paid membership program; cyber incidents and information technology failures; outcomes of legal or administrative proceedings; and violations of regulations or laws related to our franchising business and licensing businesses and our international operations; and other risks discussed in the Company’s filings with the U.S. Securities and Exchange Commission (“SEC”), including our annual report on Form 10-K and our Quarterly Reports on Form 10-Q, which filings are available from the SEC. These factors are not necessarily all of the important factors that could cause our actual results, performance or achievements to differ materially from those expressed in or implied by any of our forward-looking statements. We caution you not to place undue reliance on any forward-looking statements, which are made only as of the date of this press release. We undertake no obligation to update publicly any of these forward-looking statements to reflect actual results, new information or future events, changes in assumptions or changes in other factors affecting forward-looking statements, except to the extent required by applicable law. If we update one or more forward-looking statements, no inference should be drawn that we will make additional updates with respect to those or other forward-looking statements.

Unscripted by Hyatt

New films by Polish filmmaker Paweł Pawlikowski, Japanese writer-director Ryusuke Hamaguchi and Spain’s Pedro Almodovar will premiere at the 79th Cannes Film Festival next month.

Organizers for the South of France festival, which runs May 12-23, laid out a lineup heavy on big-name international auteurs at a news conference Thursday in Paris.

Cannes’ most sought-after slots are in its competition lineup. This year, 21 films will vie for the Palme d’Or. That includes “Fatherland,” a Cold War drama starring Sandra Hüller by Pawlikowski (“Ida,” “Cold War” ); “Sudden,” the French language debut for Hamaguchi ( “Drive My Car” ); and Almodovar’s “Bitter Christmas.”

Cannes is so far light on Hollywood releases and American filmmakers. One exception in competition is Ira Sachs' “The Man I Love,” a New York tale starring Rami Malek set during the 1980s AIDS crisis. In the Un Certain Regard sidebar, Jane Schoenbrun will unveil their follow-up to 2014’s “I Saw the TV Glow”: “Teenage Sex and Death at Camp Miasma,” about the making of a slasher movie. It stars Hannah Einbinder and Gillian Anderson.

A number of former Palme winners are in the mix. That includes Romanian auteur Cristian Mungiu’s Norway-set “Fjord,” starring the recently Oscar-nominated Renate Reinsve and Sebastian Stan. Mungiu’s “4 Months, 3 Weeks and 2 Days” won the Palme in 2007.

Also returning is Japanese director Hirokazu Kore-eda, whose 2018 drama “Shoplifters” won the Palme. He’ll debut the sci-fi “Sheep in the Box,” about a grieving couple in the near future who bring home a humanoid boy as their son.

The specialty distributor Neon has already boarded “Fjord,” “Sheep in the Box” and “Sudden,” giving it a chance to extend its historic record of six Palme winners in a row. Last year, the Neon release “It Was Just an Accident,” by Iranian filmmaker Jafar Panahi, won the Palme.

Neon is also behind an out of competition selection in “Her Private Hell” by Nicolas Winding Refn, the “Drive” filmmaker. A thriller starring Sophie Thatcher and Charles Melton, it's Refn's first feature film since 2016's “The Neon Demon.”

The Russian filmmaker Andrey Zvyagintsev is also back in the Cannes competition lineup with “Minotaur.” Zvyagintsev's last two films, “Loveless” and “Leviathan,” both debuted at Cannes and went on to land Oscar nominations.

Other competition entries include films by Asghar Farhadi (“Parallel Stories”), Lukas Dhont (“Coward”) and Lazlo Nemes (“Moulin”).

Thierry Fremaux, Cannes’ artistic director, announced the selections in a news conference alongside festival president Iris Knobloch. Fremaux said that 2,541 feature films were submitted for inclusion.

“In this moment, bringing together films and artists from around the world is not a luxury, it’s a necessity," Knobloch said. "Because when the world darkens, we lose our bearings. Showcasing films from all horizons is not a trivial act. It is defending what is most precious to humanity, its ability to dream and think freely.”

Cannes is coming off a 2025 festival that produced a number of Oscar contenders, including two best-picture nominees in Joachim Tier’s “Sentimental Value” and Kleber Mendonça Filho’s “The Secret Agent.” This year’s Cannes appears well positioned to continue the festival’s stature as the global launching pad of many of the year’s best international films, some of which are bound to show up at next year’s Oscars.

But Hollywood studios appear to be a no-show. Fremaux has said not to expect red carpet premieres like “Top Gun: Maverick” or “Mission: Impossible — The Final Reckoning” — both of which made splashy premieres in recent years. This year, Cannes announced ahead of the Paris news conference that John Travolta's directorial debut “Propeller One-Way Night Coach” will debut in the Cannes Premiere section.

“The United States will be present, but the studios will be a bit less so,” Fremaux said. “It’s important to know that when studios are less present at Cannes, it means they are generally less present with the type of cinema that used to allow them to thrive.”

Two prominent American directors will debut documentaries in special screenings: Steven Soderbergh with “John Lennon: The Last Interview” and Ron Howard with “Avedon,” about the photographer Richard Avedon.

Opening the festival, out of competition, is the 1920s French film “The Electric Kiss.” Cannes requires its opening movie to release the same week in French cinemas. And entry to its prestigious competition lineup requires theatrical distribution, a stipulation that — given France’s laws guarding theatrical windows — has excluded Netflix movies and other streaming titles since 2017.

This year, the Korean filmmaker Park Chan-wook will preside over the nine-member jury that will decide the Palme. And a pair of honorary Palmes will be handed out, to Barbra Streisand and to Peter Jackson.

Cannes film festival president Iris Knobloch, right, and Cannes film festival delegate general Thierry Fremaux attend a press conference to announce the International Cannes film festival line up for the upcoming 79th edition, Thursday, April 9, 2026 in Paris. (AP Photo/Thibault Camus)

Cannes film festival president Iris Knobloch, right, and Cannes film festival delegate general Thierry Fremaux attend a press conference to announce the International Cannes film festival line up for the upcoming 79th edition, Thursday, April 9, 2026 in Paris. (AP Photo/Thibault Camus)

Cannes film festival president Iris Knobloch, right, and Cannes film festival delegate general Thierry Fremaux pose after a press conference to announce the International Cannes film festival line up for the upcoming 79th edition, Thursday, April 9, 2026 in Paris. (AP Photo/Thibault Camus)