Hyatt is launching a new brand called ‘Unscripted’

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Another day, another new hotel brand.

Hyatt has announced the launch of Unscripted by Hyatt, part of the company's Essentials portfolio, which consists of Caption by Hyatt, Hyatt Place, Hyatt House, Hyatt Studios and UrCove by Hyatt.

According to the company, Unscripted by Hyatt is an upscale brand "designed for travelers who value the essentials and prefer spontaneity over structure." The brand will offer a "flexible, collection-style approach where each property reflects its own identity and local flavor yet remains unmistakably Hyatt in quality and care."

Hyatt also stresses that the brand will "unlock growth through adaptive reuse and conversion-friendly opportunities" and give "independent properties and small portfolios a light-touch operating model and flexible brand standards."

That likely means that Unscripted by Hyatt will give smaller, independent hotels or regional chains (likely outside of the U.S.) a way into the World of Hyatt ecosystem without having to adhere to strict brand standards.

It also means that amenities will probably vary but will potentially be on the lighter side, considering the Essentials collection brands all vary. These properties will probably offer some food-and-beverage outlets and maybe a continental breakfast or a casual bar and restaurant, as well as a small gym, meeting spaces and possibly a pool at some locations.

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Though Hyatt is mum at the moment about which hotels will join the brand, the Chicago-based company did announce that there are at least 40 hotels globally in conversations about joining.

"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," Dan Hansen, Hyatt's head of Americas development, said in a statement. "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."

Though Hyatt has long had the fan-favorite hotel loyalty program, the brand's global reach has always been its weak spot, especially compared to competitors like Hilton and Marriott, which have more locations around the world.

Just last week, Marriott announced a new brand (the company's 37th) called "Series by Marriott." This brand has a similar feel (at least, based on the announcements about it) as Unscripted by Hyatt, but we have the added benefit of knowing the first regional brand, Concept Hospitality Private Limited in India, that has signed on to join.

It'll be interesting to see how Unscripted by Hyatt shakes out and what sort of properties will end up joining. Even if these properties aren't super luxurious or game-changing, having more properties around the world to earn and use World of Hyatt points at is a win in our book.

Related reading:

• 23 best Hyatt hotels in the world
• The 14 best Hyatt all-inclusive resorts in the world
• 5 easy ways to maximize Hyatt award redemptions