New Hyatt brand aims to break boundaries of hotel luxury

Hyatt Hotels Corporation has launched a new global collection of unique and independent hotels to appeal to those in search of properties with an “individual character”.

The Unbound Collection by Hyatt will be a portfolio of new and existing luxury properties including historic urban gems, contemporary trend-setters, boutique hotels and resorts.

President and chief executive of Hyatt Hotels Corporation Mark Hoplamazian said the collection is for travellers who seek one-of-a-kind experiences but still want the reassurance that a loyalty program brings.

“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,” he said.

“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 collection’s launch properties include The Driskill Hotel in Austin, Texas; the Hôtel du Louvre in Paris, France; the Carmelo Resort & Spa in Carmelo, Uruguay; and the Coco Palms Resort in Kauai, Hawaii, which is expected to undergo a revitalisation and re-open in spring 2018.

Future hotels for the collection will feature a fascinating past, an exclusive location, famous architecture or 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,” Hoplamazian said.