Hyatt has launched Unscripted by Hyatt, a flexible upscale brand spotlighting local charm while retaining global service standards. Over 40 hotels are in talks to join. The move aligns with Hyatt’s broader strategy, including a surge in Lifestyle and Luxury segments. Notable openings include Andaz Lisbon, Thompson Miami Beach, and Park Hyatt Kuala Lumpur. The expansion also covers branded residences in top markets, reinforcing Hyatt’s commitment to distinctive, premium travel experiences.