Every One of Hyatt's Brands, Explained

Skift

6 days ago

Hyatt Hotels Corporation is a leading operator of hotels and all-inclusive resorts. The business was founded in 1957 by the Pritzker family and is led by president and CEO Mark Hoplamazian.
As of March 2025, Hyatt's portfolio included more than 1,450 hotels and all-inclusive properties in 79 countries across six continents. At the end of 2024, the company had a record pipeline of around 138,000 rooms.
That momentum carried into 2025. In January, Hyatt reorganized its brands into five collections — Luxury, Lifestyle, Inclusive, Classics, and Essentials — to clarify the company's pitch to both travelers and owners.
That reorganization set the stage for a busy first half of the year. In February, Hyatt launched Hyatt Select, a new upper-midscale brand focused on short-stay, transient guests. In May, it introduced Unscripted by Hyatt, a soft brand designed to convert independent upscale hotels into the system, with about 40 hotels globally in talks to join the new brand.
In June, Hyatt also closed its $2.6 billion acquisition of Playa Hotels & Resorts, an owner, operator, and developer of all-inclusive resorts in Mexico, the Dominican Republic, and Jamaica. This included the acquisition of 15 all-inclusive resorts previously managed and owned by Playa. Of these, eight were already represented within Hyatt's system as Hyatt Ziva and Hyatt Zilara properties.
These moves highlight Hyatt's strategy for 2025 and beyond, clarify its brand architecture, and accelerate growth.
Here's how each of Hyatt's brands fits into that plan.
Note: Global footprint numbers reflect room numbers as of March 31, 2025.
Luxury
Park Hyatt
Global footprint: 48 hotels; 8,932 rooms
Hyatt Take: "Located in several of the world's premier destinations, each Park Hyatt hotel is custom-designed to combine sophistication with understated luxury. Each property features well-appointed guestrooms, world-renowned artwork and design, and unique and immersive culinary experiences led by award-winning chefs, creating deeply enriching dining occasions for guests.'
Skift Take: Park Hyatt is a luxury brand in the world's most important cities. While it was only founded in 1980, it's gaining in prestige on older rivals like Ritz-Carlton, St. Regis, and Four Seasons. Its most famous star turn was when its Tokyo property was showcased in the 2003 movie Lost in Translation.
Alila
Global footprint: 17 hotels; 1,970 rooms
Hyatt Take: 'The Alila brand redefines luxury with its experience-driven philosophy that blends transformative moments, innovative design, and personalized service. [...] Recognized for award-winning practices, Alila hotels protect and celebrate the natural, cultural, and architectural heritage of their destinations, which leads to unmatched guest experiences.'
Skift Take: Alila's eco-luxury appeal is intimate, design-led, and credibly sustainable. With new properties in the pipeline across Asia and the Pacific, the brand intends to show that Hyatt can do boutique-style sustainability.
Miraval
Global footprint: 3 hotels; 383 rooms
Hyatt Take: "The Miraval brand is a global leader in wellness resorts and spas. [...] The Miraval brand's commitment to inspire guests to create a life in balance, foster positivity, and cultivate mindfulness is the cornerstone of a distinct wellness offering within our portfolio of brands. This commitment reflects our focus on serving the high-end traveler by finding new ways to understand and care for them beyond the traditional hotel stay.'
Skift Take: Still coasting on early acclaim, Miraval hasn't expanded like a wellness heavyweight should. Three properties in nearly a decade suggest Hyatt loves the brand more than it knows what to do with it.
Impression by Secrets
Global footprint: 2 hotels; 323 rooms
Hyatt Take: 'The Impression by Secrets brand is a boutique, adult-only, luxury all-inclusive brand where guests can experience personalized restoration and luxury, offering escapes designed to exceed expectations of guests. [...] Guests will enjoy a high-touch, preference-focused experience complete with the utmost level of personalized service and amenities.
Skift Take: With a tagline like 'Endless Privileges', Hyatt is leaving little to the imagination with this one. As most of the major players push into all-inclusive waters, Hyatt's ultra-luxe spin-off from Secrets plays to the champagne-on-arrival crowd. Think personal butlers and maid service three times a day. So far, there are only two properties, but expect more announcements soon.
The Unbound Collection by Hyatt
Global footprint: 50 hotels; 8,493 rooms
Hyatt Take: 'More than a compilation of independent, one-of-a-kind luxury hotels, The Unbound Collection by Hyatt brand is a thoughtful curation of stories worth collecting. Whether it is a modern marvel, a historic gem, or a revitalizing retreat, each property provides thought-provoking environments and experiences that inspire unforgettable moments for guests seeking a sophisticated yet unscripted service when they travel.'
Skift Take: Hyatt's version of Autograph by Marriott or Curio by Hilton, the Unbound Collection, is a luxury and upper upscale full-service soft brand. Hotels have a measure of independence with full access to the Hyatt distribution network and resources. It's become a smart home for standout independents that need global distribution.
Lifestyle
Andaz
Global footprint: 30 hotels; 7,438 rooms
Hyatt Take: "Andaz, translated from Hindi, means 'personal style.' Designed for those with a global sensibility, Andaz hotels are grounded in their local surroundings and infused with local culture. The brand's personalized, attentive service leaves guests feeling empowered and energized to explore themselves and the world around them, leaving enriched and energized.'
Skift Take: Andaz, Hyatt's luxury lifestyle brand, aspires to sophisticated style and vibrant social areas that immerse guests in local culture. After early stumbles, the brand appears to be finding its footing under the eye of brand leader Crystal Vinisse Thomas and the tag line "Be Like No One's Watching." Think one-off events like DJ masterclasses and trips to local pottery-making classes.
Thompson Hotels
Global footprint: 19 hotels; 3,991 rooms
Hyatt Take: 'Thompson Hotels provide a sophisticated home base when traveling. The brand is focused on the classics done with a refined sensibility and a distinctive sense of style. All housed where culture thrives. Thompson Hotels cater to discerning visitors traveling for business, leisure, and special events, along with socially connected locals in each market.'
Skift Take: Thompson Hotels is a luxury collection acquired by Hyatt in 2018. The brand made its European debut in Madrid in 2022. Thompson is one of Hyatt's sharpest lifestyle assets — urban, stylish, and expanding abroad. It walks a fine line between boutique personality and chain hotel polish, and largely gets the balance right.
The Standard
Global footprint: 9 hotels; 1,522 rooms
Hyatt Take: 'The Standard hotels create culturally-inspired, socially-driven entertainment destinations in some of the world's most inspiring destinations. From its carefully curated food and beverage offerings to vibrant events that engage both locals and travelers, over the past 25 years, The Standard brand has become one of the most celebrated brands in the industry.'
Skift Take: Once the poster child for downtown cool, The Standard joins Hyatt with cultural cachet but real operational questions as it tries to scale globally at a quick pace. If it can retain its rebellious DNA, it could bring new energy to Hyatt's lifestyle ambitions. But it can't be too rebellious. It'd better avoid news headlines about drug-fuelled parties, please, now that Hyatt's in charge.
Dream Hotels
Global footprint: 5 hotels; 986 rooms
Hyatt Take: 'Dream Hotels bring the party to its guests with eye-catching aesthetics and vibrant social spaces where guests and locals mingle in search of a good time. Dream Hotels are located in urban destinations and emerging neighborhoods surrounding city centers. Each location's distinct influence creates a lively and amplified hospitality experience.'
Skift Take: Dream Hotels is a lifestyle brand known for its eye-catching design and vibrant nightlife, targeting travelers seeking energetic social scenes and immersive experiences. The acquisition of Dream Hotels has strengthened Hyatt's presence in the lifestyle segment and boosted its footprint in key markets like Hollywood, Nashville, and South Beach in Miami.
The StandardX
Global footprint: 2 hotels; 187 rooms
Hyatt Take: 'The StandardX brand brings The Standard brand's signature 'cool factor' to smaller hotels, and up-and-coming neighborhoods, with properties that pack style, culture, and attitude into a smaller footprint. Each The StandardX hotel embodies a stripped-back, potent sense of style, often located in areas on the cusp of transformation, where X marks the spot for the next big thing.'
Skift Take: The StandardX, under Hyatt's umbrella via Standard International, is a lifestyle hotel brand inspired by the edgy, experimental spirit of the original Standard Hollywood. A lower-cost remix of The Standard concept, StandardX banks on attitude over amenities. It's vibey and youth-focused, and has just enough differentiation to avoid lifestyle sameness.
Breathless
Global footprint: 6 hotels; 2,311 rooms
Hyatt Take: 'Breathless Resorts & Spas are adult-only, all-inclusive properties for guests seeking an activated beachfront experience in a social setting. These resorts offer modern accommodations, spas, meetings and event spaces, and compelling dining and drink options.'
Skift Take: All-inclusive, adults-only, and proudly built for poolside DJs, Breathless aims to be unapologetically bold. It's not trying to do wellness or quiet luxury, it knows its audience and leans all the way in. Loud, lively, and effective with the millennial and bachelor/bachelorette crowd. It may face some marketing pressure from Sandals, though.
JdV by Hyatt
Global footprint: 54 hotels; 7,886 rooms
Hyatt Take: 'The JdV by Hyatt brand offers a collection of vibrant, independent hotels that are true reflections of the urban neighborhoods they call home. Each hotel provides an experience that is inclusive in spirit and space, that brings people together with joy-driven service. Embracing its namesake of 'joie de vivre,' each property invites guests and locals to connect and celebrate the joys of life and travel.'
Skift Take: JdV is a boutique-minded soft brand that Hyatt acquired when it bought Joie de Vivre (via parent company Two Roads Hospitality) in 2018. Founded by hotel impresario Chip Conley, JdV is mostly an American brand. It's rarely headline-making, but it's quietly grown into one of the group's more flexible tools.
Bunkhouse Hotels
Global footprint: 11 hotels; 598 rooms
Hyatt Take: 'With a passion for distinctive design and a focus on building relationships with locals, Bunkhouse properties offer soulful travel experiences that connect deeply with guests. The brand's commitment to community-centered food and beverage experiences and engaging events creates spaces where locals and visitors alike come together to share stories and make memories.'
Skift Take: Bunkhouse brings genuine indie credibility. With Hyatt's backing and a light-touch approach, it might just prove that big brands can support, not swallow, small ones. But can Hyatt do premium economy lodging at scale? Does this fit with its loyalty program?
Me and All Hotels
Global footprint: 7 hotels; 1,137 rooms
Hyatt Take: 'Me and All hotels are centrally located and inextricably linked with their city's local social dynamics. Urban design meets fun cultural programming to create an engaging environment for travelers and locals.'
Skift Take: A Eurocentric lifestyle brand, Hyatt scooped up for its design and location play in a 2024 deal. The hotels blend contemporary design with neighbourhood roots, appealing to urban travelers. It's niche for now, but with the right positioning, it could punch above its weight in urban Europe.
Inclusive Resorts
Zoëtry Wellness & Spa Resorts
Global footprint: 7 hotels; 542 rooms
Hyatt Take: 'Zoëtry Wellness & Spa Resorts cater to those seeking luxury, privacy, and pampering in an all-inclusive, beachfront boutique setting. These resorts offer lavish accommodations, 24-hour concierge, gourmet cuisine, top-shelf spirits, and enrichment experiences.'
Skift Take: Zoetry is a high-end all-inclusive wellness collection, which adds calm to Hyatt's all-inclusive lineup. Small but serene, it holds appeal for travelers looking to disconnect without sacrificing service.
Hyatt Ziva
Global footprint: 6 hotels; 2,672 rooms
Hyatt Take: 'Hyatt Ziva all-inclusive resorts are designed for guests of all ages in premier leisure locations. [...] In addition to leisure travelers, these resorts cater to special events and business groups with varied and well-appointed indoor and outdoor meeting and event facilities.'
Skift Take: At destinations across Mexico and the Caribbean, Ziva does family-friendly all-inclusives well, and that's its whole pitch. It's not revolutionary, but that's what keeps the bookings coming.
Hyatt Zilara
Global footprint: 4 hotels; 1,210 rooms
Hyatt Take: 'Hyatt Zilara adult-only, all-inclusive resorts are located in sought-after resort destinations. These resorts offer a wide array of food and beverage services focusing on authentic local and global cuisines. The resorts offer premier spas, social activities, and live entertainment, as well as a variety of meeting and event spaces. The resorts are designed so couples or small groups can enjoy intimate, sophisticated surroundings.'
Skift Take: The grown-up twin to Ziva, Zilara offers a quieter, couple-centric version of all-inclusive. With wellness programming and premium dining, it remains one of Hyatt's safest bets in the resort space.
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Secrets Resorts & Spas
Global footprint: 26 hotels; 9,719 rooms
Hyatt Take: 'Secrets Resorts & Spas offer adult-only, all-inclusive luxury focusing on romance in beachfront settings. Properties feature elegantly appointed rooms and suites, 24-hour concierge and room services, gourmet restaurants and lounges, and various day and evening activities. In addition to couples and honeymooners, the resorts also cater to business groups and large leisure events with expansive and flexible settings and customized services.'
Skift Take: An all-inclusive luxury brand aimed at couples, Secrets Resorts & Spas are located in Mexico, the Dominican Republic, Jamaica, Costa Rica, Aruba, and Spain. Its formula of adults-only romance in postcard settings still clicks, and the brand's global reach continues to grow steadily.
Dreams Resorts & Spas
Global footprint: 32 hotels; 13,729 rooms
Hyatt Take: 'Dreams Resorts & Spas are family-friendly, all-inclusive resorts located in a selection of beautiful beach destinations. [...] Meeting venues cater to business travelers, while private event spaces are perfect for social gatherings and wedding celebrations.'
Skift Take: Dreams offers family-focused all-inclusives with just enough luxury to justify the rate. It's broad, consistent, and still one of Hyatt's best volume plays in the leisure segment. Properties are primarily located in Mexico, the Caribbean, and Central and South America, with some locations in Europe.
Hyatt Vivid Hotels & Resorts
Global footprint: 1 hotel; 400 rooms
Hyatt Take: 'Hyatt Vivid Hotels & Resorts are designed for the next generation traveler seeking engaging, adult-only, all-inclusive vacation experiences in a unique and down-to-earth atmosphere. The brand will offer crafted culinary experiences, wellness, and nutrition classes, as well as engaging activities and entertainment in a relaxed, casual setting.'
Skift Take: Vivid is Hyatt's try at Gen Z all-inclusives: casual, wellness-tinged, and full of buzzwords. One resort in, it's too early to judge, but Hyatt clearly sees white space in the new-age leisure traveler.
Sunscape Resorts & Spas
Global footprint: 8 hotels; 3,689 rooms
Hyatt Take: 'Sunscape Resorts & Spas offer budget-conscious vacations focused on family fun. These all-inclusive, family-friendly beachfront resorts in Mexico and the Caribbean provide a fun and energetic, yet relaxing setting. Each location offers a supervised kids club and teen zone for younger guests, along with an array of activities for the entire family.'
Skift Take: An all-inclusive luxury collection aimed at families. The brand was acquired as part of the ALG deal in 2021. It delivers dependable value, and for guests who care more about access to the beach than fine dining, it works.
Alua
Global footprint: 34 hotels; 8,935 rooms
Hyatt Take: 'Alua Hotels & Resorts are designed for all types of travelers seeking an affordable, seaside getaway across Europe's top island destinations, including Spain's Mediterranean coast, the Canary Islands, the Balearic Islands, and more. Guests can enjoy modern amenities, minimalistic-chic rooms, natural spaces, and worldly cuisine surrounded by local culture and enriching activities.'
Skift Take: Alua was built for Eurobeach efficiency. Think stylish sun holidays on a mid-scale budget. It's quiet, but it works and provides Hyatt a solid foothold in Europe's resort game.
Classics
Grand Hyatt
Global footprint: 67 hotels; 34,733 rooms
Hyatt Take: 'Grand Hyatt hotels are distinctive hotels in major gateway cities and resort destinations. With a presence around the world and critical mass in Asia, Grand Hyatt hotels provide sophisticated leisure and business travelers with elegant accommodations, extraordinary restaurants and bars, luxury spas and fitness centers, and comprehensive business and meeting facilities. Signature elements of Grand Hyatt hotels include iconic architecture and design, state-of-the-art technology, and facilities for an array of business or social gatherings of all sizes.'
Skift Take: Hyatt's answer to InterContinental, Fairmont, JW Marriott, and Conrad's luxury offerings, Grand Hyatt is a brand with a global presence. The brand for big lobbies and even bigger conferences, Grand Hyatt isn't trying to be cool. It's trying to be everywhere with scale and gold-flaked imposingness, and mostly succeeds.
Hyatt Regency
Global footprint: 240 hotels; 97,787 rooms
Hyatt Take: 'Hyatt Regency hotels offer a full range of services, amenities, and facilities tailored to serve the needs of meeting and event planners, business travelers, and leisure guests. Hyatt Regency hotels in key urban markets around the world feature flexible meeting facilities of all sizes designed to provide a productive, connected environment. Hyatt Regency hotels in resort locations cater to couples seeking a getaway, families enjoying a vacation together, and corporate groups hosting meetings and events.'
Skift Take: See you there at the next company holiday party. Hyatt Regency is one of Hyatt's most far-reaching brands. Still, Hyatt's most functional brand and the meetings and conventions stalwart. Dependable and widespread, but arguably the least emotionally resonant brand in the portfolio.
Destination by Hyatt
Global footprint: 20 hotels; 6,444 rooms
Hyatt Take: 'The Destination by Hyatt brand is a portfolio of luxury hotels and resorts that are individual, yet connected by a commitment to draw on the spirit of each location. [...] The portfolio features renowned golf courses, indigenous spas, and exceptional food and beverage options including bars, restaurants, cafés, and rooftop venues.'
Skift Take: Destination by Hyatt was created in 2018 as a response to the growing demand for lifestyle and boutique hotels. It's Hyatt's indie resort collection. Soft-branded but characterful. It doesn't scream luxury, but its authenticity and range make it an under-the-radar favorite for resort developers.
Hyatt Centric
Global footprint: 70 hotels; 14,186 rooms
Hyatt Take: 'Hyatt Centric is a brand of full-service lifestyle hotels located in prime destinations. [...] With streamlined, modern rooms, each hotel serves as a launch pad for exploring all the hidden gems and hot spots each destination has to offer. Hyatt Centric hotels offer social spaces to connect with others in the lobby, while the bar and restaurant are local hot spots where great conversations, locally-inspired food, and signature cocktails can be enjoyed.'
Skift Take: Another brand focusing on the lifestyle trend, Hyatt Centric takes a 'live like a local' approach. Centric wants to be local and lively, and when done right, it delivers solid lifestyle-lite appeal. A good choice for business travelers who want a hotel with just a bit more flavor.
Hyatt Vacation Club
Global footprint: About 22 properties.
Hyatt Take: 'Hyatt Vacation Club is Hyatt's vacation ownership brand, providing members opportunities in regionally inspired and designed residential-style properties. Hyatt vacation owners pre-purchase at Hyatt Vacation Club properties and have the flexibility of usage, exchange, and rental. Members can choose to occupy their vacation home, exchange time among other Hyatt vacation ownership locations, trade their time for World of Hyatt loyalty program bonus points, or travel within the Hyatt portfolio.'
Skift Take: Hyatt's timeshare works like any other timeshare, but with an exchange option added in. The vacation owners pre-purchase a place they'd like to stay at a given time of year. Hyatt members can exchange their times with other locations. They can also trade time for points in the World of Hyatt loyalty program, giving the timeshare yet more flexibility. The Hyatt Vacation Club programs are independently owned and operated by HV Global Group. and WHV Resort Group, and there's always a risk of brand damage if the third parties don't meet standards..
Hyatt
Global footprint: 14 hotels; 3,536 rooms
Hyatt Take: 'Hyatt hotels are smaller-sized properties conveniently located in diverse business and leisure areas.'
Skift Take: Hyatt's namesake brand is, as you'd expect, in competition with similar namesake brands, such as Marriott and Hilton. It is probably the least defined, mostly mid-market business hotels in India and a few U.S. markets. They're modern, with great business and meeting facilities, although you wouldn't just find business types staying here.
Essentials
Caption by Hyatt
Global footprint: 4 hotels; 767 rooms
Hyatt Take: 'The Caption by Hyatt brand is designed to be part of the community, not just in it, Caption by Hyatt hotels hire local, buy local, and vibe local. Be it an open-mic night or a pop-up art installation, each space within Caption by Hyatt hotels is programmed to reflect each destination and its community. At the heart of each Caption by Hyatt hotel is Talk Shop, an all-day spot where guests can eat, drink, get some work done, hang with friends, or just relax. Caption by Hyatt combines the design and comfort of an upscale, lifestyle-forward hotel with the flexibility and efficiency of a select service property.'
Skift Take: Caption is Hyatt's budget lifestyle experiment: part hostel, part coworking café, part brand moodboard. It's rough around the edges, but it shows real promise for younger, urban travelers. It's still early days for Caption, but given the growing market for this kind of brand, it's one to watch.
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Hyatt Place
Global footprint: 437 hotels; 64,435 rooms
Hyatt Take: 'Hyatt Place hotels offer a modern, comfortable, and seamless experience, combining style and innovation to create a casual hotel environment for today's multi-tasking traveler. Spacious, thoughtfully designed guestrooms feature distinct areas for sleep, work, and relaxation. Hyatt Place hotels also offer freshly prepared food, efficient service, and an easy-to-navigate experience.'
Skift Take: Hyatt's take on Hilton Garden Inn or Courtyard by Marriott. Hyatt Place is the Swiss Army knife of select-service. It's everywhere and predictable. The properties tend to average 140 rooms. Unlike its rivals, its design is remarkably effective at conveying a sense of delivering a lot for your money. Yet staffing and service scores have suffered, on average, at select service properties post-pandemic, and Hyatt needs to outcompete in boosting service, and thus net promoter scores, if it wants to gain market share.
Hyatt House
Global footprint: 140 hotels; 19,741 rooms
Hyatt Take: 'Hyatt House hotels are designed to welcome short-term guests and extended-stay residents. Apartment-style suites with fully-equipped kitchens and separate living areas provide guests with living accommodations and the conveniences of home. Hyatt House hotels seek to keep guests comfortable with complimentary hot breakfast, H Bar food and beverage offerings, and indoor and outdoor communal spaces.'
Skift Take: As Hyatt's upscale extended stay offering, Hyatt House rebranded from Hyatt Summerfield Suites in 2012. It's functional, not exciting, but in the post-pandemic world of long stays and relocations, that's enough to keep Hyatt bullish.
Hyatt Studios
Global footprint: 1 hotel; 122 rooms
Hyatt Take: 'Hyatt Studios is an upper-midscale, extended-stay brand conceived in direct collaboration with hotel developers and operators and by listening closely to the needs of guests. The Hyatt Studios brand distinguishes itself through efficient design and a lean operating model. Each hotel will deliver spacious studio guest rooms with all the necessities for a convenient and comfortable extended-stay experience, including complimentary grab-and-go breakfast, a state-of-the-art self-service marketplace, laundry and fitness areas, and outdoor patio spaces.'
Skift Take: Launched in 2023, Hyatt Studios is the group's first upper-midscale extended-stay brand in the Americas. It's built for developers for underserved U.S. markets, with a lean operating model and flexible design. It is Hyatt's most aggressive play for budget-conscious, faster growth.
UrCove by Hyatt
Global footprint: 61 hotels; 8,748 rooms
Hyatt Take: 'The UrCove brand is designed specifically to meet aspiring travelers' preferences and growing expectations for a seamless, comfortable, and premium travel experience in the upper-midscale market in Mainland China. Hotels in the UrCove brand, which is short for "your cove," blend comfort and convenience for the modern traveler through thoughtful service, spacious rooms, delicious food, and a relaxed, yet refined ambiance.'
Skift Take: UrCove was built to serve the growing cohort of China's business travelers. Designed as an upper-midscale option for China's 'road warriors,' it offers efficiency and comfort at scale. It may not headline World of Hyatt benefits, but it's a quiet powerhouse anchoring Hyatt in one of the world's most consequential travel markets.
Hyatt Select
Global footprint: (Not available as of June 2025)
Hyatt Take: 'Hyatt Select hotels will focus on offering an efficient, streamlined guest experience without compromising the essentials. The brand expands Hyatt's ability to care for travelers seeking shorter stays for business or leisure in secondary and tertiary markets where Hyatt has limited hotels to date. The brand also provides a conversion-friendly option for owners looking to leverage Hyatt's powerful distribution network, commercial engine, and the award-winning World of Hyatt loyalty program.'
Skift Take: Launched in 2025, Hyatt Select is a new upper-midscale brand aimed at short-stay travelers in underserved U.S. and Latin American markets. It's Hyatt's most direct entry yet into efficient, value-driven hotels — stripped-down but well-designed and built for fast conversion growth.
Unscripted by Hyatt
Global footprint: (Not available as of June 2025)
Hyatt Take: '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.'
Skift Take: Hyatt's latest soft brand aims to scoop up cool independents before Marriott or Hilton can. The pitch is flexibility (and a whole lot of backend help), and early signs suggest it's gaining traction.
Hyatt CEO at Skift Global Forum
Hyatt CEO Mark Hoplamazian speaking in September 2023 at Skift Global Forum in New York City.
What am I looking at? The performance of hotels and short-term rental sector stocks within the ST200. The index includes companies publicly traded across global markets, including international and regional hotel brands, hotel REITs, hotel management companies, alternative accommodations, and timeshares.
The Skift Travel 200 (ST200) combines the financial performance of nearly 200 travel companies worth more than a trillion dollars into a single number. See more hotels and short-term rental financial sector performance.
Read the full methodology behind the Skift Travel 200.
Originally Published August 31,2023 | Last updated on June 23, 2025
Joey Tyson contributed to earlier versions of this story.