Hyatt is late to the game of soft brands and unveiled yesterday its “Unbound Collection” to combat Marriott’s Autograph Collection, Starwood Tribute Portfolio, Hilton’s Curio and Accor’s selection of independent hotels that can be booked on its website. IHG is yet to launch a soft brand.
“Unbound Collection” hotels are those that cannot fit any of the Hyatt’s other brands but would like to tap into its distribution network. Hyatt will obviously get plenty of franchise and other fees for distributing them.
You can access Hyatt’s website for Unbound Collection here.
Here are the four launch hotels:
- The Driskill Hotel in Austin, Texas
- Hôtel du Louvre in Paris (wasn’t this supposed to become Andanz after extensive renovations?
- Carmelo Resort & Spa in Carmelo, Uruguay
- Coco Palms Resort in Kauai, Hawaii.
Here’s the press release from Hyatt:
Hyatt Hotels Corporation (NYSE: H) today announced the launch of The Unbound Collection by Hyatt, a global collection of unique and independent stay experiences. The Unbound Collection by Hyatt will include a portfolio of new and existing upper-upscale and luxury properties that will maintain a distinct character while providing guests and owners Hyatt’s award-winning customer loyalty program, robust operational and marketing resources and trusted, quality brand.
The properties within The Unbound Collection by Hyatt – which will include historic urban gems, contemporary trend-setters, boutique hotels, resorts, and more – will have their own individual brand identities, free from constraint or convention. At the same time, the brand will provide guests the freedom from worry by giving them the high-quality that comes with the Hyatt brand.
“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 traveler who seeks one-of-a-kind experiences, but also wants the reassurance and loyalty program that comes with our brand,” said Mark Hoplamazian, President and CEO of Hyatt Hotels Corporation. “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 by Hyatt launches with properties around the world, including 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 revitalization and re-open in spring 2018. Future hotels in The Unbound Collection by Hyatt will be equally story-worthy, whether it be through 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.
These “soft brands” are the newest and hottest thing for the chains (read money makers). They can collect the franchise, loyalty program, distribution and other fees from these hotels that in turn tap into host’s network.
It remains to be seen what benefits Hyatt Gold Passport Platinum and Diamond members can expect to receive at these independent hotels
I love the idea of having independent minded hotels, but most of the time it seems that any brand standards are basically thrown out of the window and you really don’t know what you will get.
I have mentally renamed the Marriott’s Autograph Collection to Autocompensation one due to frequency they screw up everything from working internet to guaranteed Platinum amenities.
Let’s hope that Hyatt will do better with their “Unbound Collection”….