Hyatt announced the Unbound Collection today as its new hotel brand for pseudo-independent hotels. Unbound Collection enters the boutique chain brand market space already occupied by Marriott’s Autograph Collection (about 100 hotels), Starwood Hotels Luxury Collection and Tribute Portfolio (6 hotels), Hilton’s Curio Collection (22 hotels), InterContinental Alliance Resorts (2 hotels) and Carlson Rezidor Quorvus Collection (4 hotels).
Hyatt’s new brand launches with four properties:
- The Driskill Hotel in Austin, Texas
- Hôtel du Louvre in Paris, France
- Carmelo Resort & Spa in Carmelo, Uruguay
- Coco Palms Resort in Kauai, Hawaii (historic 1953 hotel in renovation and expected to open 2018).
The Driskill, Hyatt Unbound Collection
The allure of these boutique, quasi-independent hotel brands is primarily geared for the hotel owners who want the marketing arm of a major hotel chain for bookings, but also desire to retain a more independent status as a unique hotel. The consumer gets more choice of hotels in the hotel chain.
I don’t think this is a game-changer for Hyatt Hotels. Unbound Collection is simply another brand name to remember like Autograph Collection, Curio Collection, Quorvus Collection, and Tribute Portfolio. So far, Marriott seems to be the best hotel chain at growing these semi-independent upper upscale and luxury hotel partners with a rapidly growing portfolio around 100 hotels worldwide. Hilton and the other chains seem to be growing slowly, if at all. Carlson’s Quorvus Collection was announced two years ago and still sits at four hotels. IHG InterContinental Alliance Resorts only holds The Venetian and The Palazzo since launching in 2010.