Hyatt Launches 'Unscripted' – Soft Brand for Upscale Indie Hotels: Exclusive

Hyatt's latest soft brand will enable independent hotels to join the group's loyalty program and get access to its booking system while keeping their local character.

Hyatt Hotels will launch a new "soft brand" called Unscripted by Hyatt on Friday. The brand targets independent hotels that want access to the chain's marketing muscle while keeping their local, non-chain flavor.

Katie Johnson, vice president and global brand leader, said in an exclusive interview with Skift that about 40 hotels globally are in talks to join the new brand.

Most of this first wave of hotels will be conversions of existing independent properties rather than new builds.

The launch of Unscripted puts Hyatt in direct competition with rivals chasing independent operators for inventory growth beyond traditional big-box hotels, as some customers seek "lifestyle" and boutiques instead.

Johnson said Hyatt aims to stand apart