Hyatt enters “collection” market with new brand

The Driskill Hotel in Austin, Texas, has joined the Unbound Collection
The Driskill Hotel in Austin, Texas, has joined the Unbound Collection

Hyatt has become the latest major hotel group to tap into the market for independent, unbranded hotels with the launch of The Unbound Collection.

The new soft brand is designed for upscale and luxury hotels that wish to remain independent, while tapping into Hyatt’s support network, such as its distribution, marketing and loyalty programme. According to Hyatt, the hotels in The Unbound Collection will include “historic urban gems, contemporary trend-setters, boutique hotels, resorts and more”.

“The Unbound Collection by Hyatt provides us with a myriad of opportunities to grow, not only in new markets, but also in places we know our guests want to go. The collection of properties will allow us to reach the modern traveller who seeks one-of-a-kind experiences, but also wants the reassurance and loyalty programme that comes with our brand,” said Mark Hoplamazian, Hyatt’s president & CEO.

“What really excites us about The Unbound Collection by Hyatt is that this portfolio provides rich social currency through story-worthy, shareable experiences that guests will take with them long after their stay.”

The Unbound Collection launches with an initial portfolio of properties including The Driskill Hotel in Texas, Hôtel du Louvre in Paris, the Carmelo Resort & Spa in Uruguay and the Coco Palms Resort in Hawaii. And more hotels will be added in future, according to Hyatt, which offer a “fascinating past, an exclusive location, famous architecture and design, or an award-winning dining experience”.

“We are committed to creating a portfolio that works for owners and provides them with flexibility, agility, and support, all while accentuating the best of each property and the experiences that make each truly extraordinary,” added Hoplamazian.

Several major hotel groups have launched similar concepts in recent years, including Marriott’s Autograph Collection, Hilton’s Curio Collection, AccorHotels’ MGallery Collection, Carlson Rezidor’s Quorvus Collection, and Best Western’s BW Premier Collection. Starwood arguably started the trend back in the 1990s with its Luxury Collection, and the company also recently unveiled its Tribute Portfolio – a collection for upscale hotels.

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