Hyatt Hotels Corporation has created a new upscale collection brand called Unscripted by Hyatt, designed to bring independent properties and small portfolios into Hyatt's distribution platform and the World of Hyatt loyalty programme, the hotel company said.
More than 40 hotels throughout the world are "in active discussions to join the brand," according to Hyatt, which did not cite any confirmed members in its announcement.
Unscripted will slot into Hyatt's Essentials collection of limited-service brands, one of five groups of brands into which the company recently reorganised its portfolio.
"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," Hyatt head of Americas development Dan Hansen said in a statement.