Hyatt Announces New Brand Named “No Scripts”

Another day, another new hotel brand.

Hyatt announced that it was launched by Hyatt, part of the company is part of the company’s essentials portfolio, which consists of Hyatt, Hyatt Place, Hyatt House, Hyatt House, Hyatt Studios and Hyatt’s Urcove.

According to the company, Hyatt’s No Script is a premium brand, “designed for travelers who value essentials and prefer spontaneity over structure.” The brand will offer a “flexible, style-gathering approach, each property reflects its own identity and local flavor, but remains certainly Hyatt in terms of quality and care.”

Hyatt also stressed that the brand will “unlock growth through adaptive reuse and conversion-friendly opportunities” and empower “the lightweight operational model and flexible brand standards for independent properties and small portfolios.”

This could mean that Hyatt’s scripts will provide smaller independent hotels or regional chains (possibly outside the United States) with the means to enter the Hyatt ecosystem world without having to adhere to strict brand standards.

This also means that amenities may vary, but considering that Essentials collects different brands, it may be on the easier side. These properties may offer some food and beer hotels, maybe a continental breakfast, a casual bar and restaurant, as well as a small gym, meeting a space and possibly a pool in some places.

Although Hyatt is currently a mom, the Chicago-based company does announce that there are at least 40 hotels worldwide in the conversation about joining.

“The Hyatt brand scriptless provides owners with a flexible path to joining the Hyatt system while still delivering a high-quality, reliable experience of what guests expect from Hyatt,” said Dan Hansen, Hyatt Director of America Development, in a statement. “By joining the world of growing Hyatt loyalty programs, owners benefit greatly from our strong network, where innovative new brands like Hyatt Scriptless expand our guest and customer reach and enhance the value of the entire Hyatt system.”

Although Hyatt has long had a fan-favorite hotel loyalty program, the brand’s global presence has been its weak spot, especially with more locations worldwide compared to competitors like Hilton and Marriott.

Just last week, Marriott announced a new brand (the company’s 37th), called the “Marriot Series.” The brand has a similar feel to Hyatt without scripts (at least based on announcements about it), but our added benefit is to know that the first regional brand, India’s Concept Hospitality Private Limited, has signed on to join.

Interestingly, it would be interesting how Hyatt’s shaky script and what attributes will eventually be included. Even if these attributes aren’t super luxurious or game-changing, having more possessions around the world to make money and use the Hyatt world is a triumph in our book.

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