The new showcase of the American Hyatt group will bring together luxury establishments which have in common that they have written the hotel history of their destination. Among the first four to join this circle are the Coco Palms in Hawaiifamous for being the setting for a number of films, including Blue Hawaii with Elvis Presley; the Carmelo Resort in Uruguayone of the most luxurious hotels in South America; the Driskill Hotel in Austina legend in Texas and the very Haussmann-style Hôtel du Louvrein Paris.
While Hyatt has not given any quantified development targets, the future hotels in the collection, whether urban, resorts or boutique hotels, will share either a rich history, an exclusive location or recognised architecture and design. According to some observers, this collection could also extend beyond the hotel sector by including luxury cruisesand even private flatsHyatt has acquired a stake in onefinestay, Airbnb's upmarket competitor.
"The Unbound Collection by Hyatt offers us a wealth of opportunities to expand, not only into new markets, but also into places where we know our customers want to go. This new collection of hotels will enable us to reach the modern traveller who is looking for unique experiences but also wants the reassurance and loyalty programme that they find with our brand".said Mark Hoplamazian, CEO of Hyatt.
The emergence of these lights" brands - or soft brand is one of today's major trends. Like its sister companies, the Unbound Collection aims to strengthen its group's offering with independent establishments whose personal character appeals to travellers. In return, these hoteliers benefit from the marketing strength of these major global groups and, above all, from access to the millions and millions of members of their loyalty programmes.
