Imagine stepping into a hotel where every stay feels like an episode of your favourite unscripted show. The spontaneity, the local flavour, the unexpected delights—Hyatt is bringing all of this to life with their latest brand, Unscripted by Hyatt. But why Vietnam, and why now? Oh, let me tell you, this is no regular hospitality story.

The launch of Hyatt's Unscripted brand is more than a series of hotel openings. It represents a strategic leap into a hospitality trend that everyone—from curious travellers to seasoned industry giants—is buzzing about. With their partnership with Wink Hotels, Hyatt is setting the stage in Vietnam, doubling its presence in the region. This move not only underscores the growing demand for localized experiences but also aligns with the broader trend of hospitality brands seeking authentic connections with the locales they reside in.

Why Unscripted Matters

Let's talk about Unscripted's unique approach for a second. By focusing on the local culture and delivering an experience that is 'of the place' rather than 'in the place,' Hyatt hopes to capture the hearts of modern travellers who crave authenticity over opulence. The collaboration with Wink Hotels, a local brand that's been making waves with its contemporary, no-fuss style, is pivotal in this vision.

What I'm Noticing in the Industry

Here's where it gets interesting: I see other brands trying to replicate this model, with varying degrees of success. Some manage to blend local charm with luxury effortlessly, while others struggle to strike the right balance. In my experience covering hundreds of launches, I've noticed that what one startup finds as a perfect recipe can be a flop for another. Context, as always, is king.

Hyatt's move is a brilliant case study in this regard. By doubling their footprint in Vietnam—a market ripe with potential for unique, culturally-attuned experiences—they're not just expanding their brand. They're reshaping their identity to fit a new consumer demand that's yet to be fully realized in many global hotel chains.

The Challenges Ahead

Of course, no venture is without its hiccups. While it is all enchanting in theory, executing such a culturally immersive experience comes with a challenge. Can brands like Unscripted maintain a fresh, engaging experience that feels genuine? And as they expand, will they hold onto the very local soul they're promising?

My Take

Nina's take: "The reality is more nuanced than the headlines suggest. Some teams are thriving with this approach; others might not catch the same wave. But here's what I'm seeing: there are opportunities and obstacles on either side. Ultimately, the key lies in genuinely understanding and respecting the cultures they seek to represent."

So, will Unscripted by Hyatt set a new standard, or will it become a cautionary tale? Here's hoping for the former, but acknowledging the intricate dance these brands must perform.

Want to learn more about how hospitality trends are shaping up in 2025? Check out this analysis on City A.M.. And for insights into how the hotel industry is evolving, the Financial Times dives deeper into Hyatt's strategy.