Hyatt Hotels will launch a new “soft brand” called Unscripted by Hyatt on Friday. The brand is targeted at independent hotels looking to gain access to the marketing muscle of a large chain, while still maintaining their own local flavor.
Katie Johnson, Vice President and Global Brand Leader, told Skift in an exclusive interview that 40 hotels around the world are in discussions to join this new brand.
This first wave of hotels is primarily made up of conversions, not new buildings.
Unscripted launches Hyatt into direct competition with its rivals who are chasing independent operators to grow their inventory beyond the traditional big-box hotel, since some customers prefer “lifestyles” and boutiques.
Johnson Hyatt is aiming to set itself apart
