Hyatt Introduces Unscripted by Hyatt: Independent Hotels With Character for Budget-Conscious Travelers

Updated: May 30, 2025, 1:01pm CDT

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Details on New Unscripted by Hyatt Brand
Where To Expect at Unscripted by Hyatt
Final Thoughts

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Hyatt has announced plans to launch Unscripted by Hyatt, a new brand within its fast-growing Essentials portfolio.

While Unscripted joins the same portfolio as the Hyatt Place and Hyatt House brands, it offers a distinctively different approach. Most properties will be conversions of existing independent hotels — some boutique in nature — that keep their own name, design, and personality while joining the Hyatt system.

Here’s what you need to know about Hyatt’s newest brand.

Details on New Unscripted by Hyatt Brand

Hyatt’s latest brand, Unscripted by Hyatt, is designed to collaborate with independent hotels that are keen to join World of Hyatt‘s popular loyalty program without losing what makes them unique.

These won’t be your typical cookie-cutter hotels. In fact, most of the first Unscripted locations will be existing properties getting a fresh Hyatt twist — not brand-new builds. So, if you’re a traveler who likes places with local flavor and personality but still wants Hyatt consistency and perks, this brand could be right up your alley.

You might recognize the name. It comes from the Unscripted Durham hotel in North Carolina, which Hyatt picked up when it bought Dream Hotel Group in 2022.

Unscripted Durham 1 — Unscripted Durham. Image Credit: Hyatt

That hotel operates under Hyatt’s JdV by Hyatt brand, which is positioned as a step above in the upper-upscale segment. But Hyatt is bringing the Unscripted name back for this new, more flexible brand aimed at upscale, conversion-friendly hotels.

Where To Expect at Unscripted by Hyatt

Hyatt hasn’t revealed where the first Unscripted by Hyatt hotels will open, but the chain is already in talks with more than 40 properties worldwide to join the brand.

While Hyatt hasn’t officially confirmed if Unscripted will be included in the Brand Explorer program, we will say it’s likely a safe bet. If it does, World of Hyatt members can count stays at Unscripted hotels toward earning a free night after visiting 5 different Hyatt brands — a welcome benefit for anyone who loves mixing up their stays with Hyatt’s now 35 brands while also earning Hyatt points.

How many points and elite qualifying nights will guests earn on stays? That’s unknown, and Hyatt hadn’t responded to our questions by publication time. And 3 hours after our original publication time, a Hyatt spokesperson didn’t provide any additional clarity, saying that the brand will provide answers to our questions “in the coming months” once they’re able to share concrete details.

Bottom Line:

Unscripted by Hyatt is Hyatt’s new brand aimed at independent hotels that want to keep their local character while gaining access to Hyatt’s loyalty program and booking system. Most of the initial hotels will be conversions rather than new builds. We expect Unscripted to join the Brand Explorer promotion soon, giving World of Hyatt members another way to earn free nights.

Final Thoughts

Hyatt continues to grow its brand footprint with the addition of Unscripted by Hyatt, a collection of independent hotels with their own personality and vibe that will soon join World of Hyatt in the Essentials portfolio — the same portfolio as brands like Hyatt Place and Hyatt House.

If you’re into hotels with character but still want to rack up points and enjoy elite perks, this Hyatt brand could be for you. We’ll keep you posted as the first locations get announced.