Hyatt’s new “unbound” brand analysed

Use of unbound derived from notion of freedom
Hyatt’s new soft brand The Unbound Collection is being positioned as a luxury experience for the social media-savvy consumer seeking an individual experience at a realistic price, Skift writes. The brand also gives Hyatt the chance to move beyond the normal constraints of hotel accommodation.
The company is reaching out to the more independent-minded traveller with The Unbound Collection by Hyatt. The hotels will keep their independent identities but be integrated into Hyatt’s distribution system, loyalty program and marketing.
Hyatt can therefore expand its portfolio in partnership with hoteliers who don’t really have to change their operations. Similar brand structures exist in Hilton’s Curio, Marriott’s Autograph Collection and Starwood’s partnership with Design Hotels.
“The use of ‘unbound’ is really derived from the notion of freedom,” explains Maryam Banikarim, Hyatt Hotels CMO. “Freedom from owners to be able to continue to operate the way that made them successful, and freedom for consumers to experience travel the way they want, but supported with Hyatt’s level of service consistency.”
Four properties have initially been included in The Unbound Collection by Hyatt: The Driskill Hotel in Austin; Hôtel du Louvre in Paris; Carmelo Resort & Spa in Carmelo, Uruguay; and Coco Palms Resort in Kauai – a Hawaii property that will undergo complete renovation for reopening in 2018.