Hyatt Hotels Corporation has taken a major step in rolling out its newest brand concept, Unscripted by Hyatt, by signing six hotels in Vietnam operated under the Wink brand. The move marks the global debut of Unscripted by Hyatt and significantly strengthens Hyatt’s position in one of Southeast Asia’s fastest-growing hospitality markets.
The agreement brings six operating Wink properties into the Unscripted portfolio, increasing Hyatt’s presence in Vietnam from four hotels to ten. The participating properties include Wink Saigon Centre, Wink Danang Centre, Wink Danang Riverside, Wink Tuy Hoa Beach, Wink Can Tho Centre, and Wink Hai Phong Centre.
A seventh property, Wink Hanoi Westlake, is scheduled to join the collection when it opens in late 2026. Together, the hotels represent more than 2,000 rooms across key urban and coastal destinations in Vietnam.
Unscripted by Hyatt was unveiled in 2025 as part of Hyatt’s Essentials portfolio, positioned as an upscale, conversion-friendly brand designed for independent hotels. The concept allows properties to maintain their own identity, design language, and local character while benefiting from Hyatt’s global distribution systems, loyalty platform, and operational support. This flexible model is aimed at owners seeking scale without sacrificing individuality, and at travelers looking for hotels that feel distinct rather than standardized.
The partnership is built around Wink, a Vietnam-based lifestyle hotel brand founded in 2021. Wink positions itself as tech-enabled, sustainability-focused, and deeply rooted in contemporary Vietnamese culture. Its hotels emphasize smart-room technology, efficient layouts, and social spaces, combined with design elements that reflect local heritage through modern interpretations and nostalgic details. The brand has gained attention for targeting a younger, connected generation of travelers who value experience, design, and convenience over traditional luxury signals.
Hyatt executives have described the collaboration as a strategic fit, aligning Unscripted’s philosophy with Wink’s independent spirit. Vietnam is viewed as a priority growth market for Hyatt, driven by rising domestic travel, increased international arrivals, and strong long-term tourism fundamentals. By partnering with a locally established brand rather than introducing a new-build concept, Hyatt is accelerating its expansion while tapping into existing market knowledge and operational expertise.
For Wink, joining Unscripted by Hyatt provides access to a global audience through Hyatt’s distribution and loyalty ecosystem while preserving its core identity. The brand will continue to operate with its own ethos, design direction, and sustainability focus, now amplified by Hyatt’s scale.
The launch of Unscripted in Vietnam signals Hyatt’s broader intent to grow through adaptable, lifestyle-oriented brands that reflect local culture rather than impose a uniform global template. As competition intensifies across Asia’s hospitality sector, this approach positions Hyatt to capture travelers seeking authenticity, flexibility, and a sense of place.