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Hyatt Expands Its Global Reach with Wink Hotels
As of December 1, 2025, Hyatt is embracing a fresh chapter in its expansion narrative by including six uniquely styled Wink Hotels into its Unscripted collection in Vietnam. Despite this market being an unexpected choice for the new brand, the operational philosophy aligns with Unscripted's aim to introduce properties that emphasize individuality and foster social interaction among guests.
What Is the Unscripted Collection?
The Unscripted by Hyatt brand caters specifically to travelers looking for a blend of innovation and localized charm. Positioned within Hyatt’s portfolio alongside accessible brands like Hyatt Place and Hyatt House, Unscripted properties are designed to maintain their original personality while offering modern amenities and a unique hospitality experience. The introduction of Wink Hotels serves this mission, delivering vibrant decor, tech-savvy accommodations, and common spaces that encourage connectivity.
Welcome to the 24-Hour Stay
One of the highlights of Wink Hotels is their 24-hour stay model — a game-changer for those on the go. Guests can check in and out at the same time, ensuring they maximize their time in the city without the hassle of luggage while exploring. This policy resonates especially well in Vietnam, where many flights depart late at night. Provided Hyatt maintains this innovative feature as part of the Unscripted experience, it could redefine convenience for travelers.
A New Landscape for Travelers
The Wink Hotels, characterized by their compact yet efficiently designed spaces, are appealing to a demographic of modern travelers and digital nomads. Targeting those who prioritize functionality over extravagance, these hotels feature lively communal areas, co-working spaces, and vibrant settings, making them hotspots for social interactions. With amenities like email alerts for laundry cycles, Wink is clearly focused on optimizing a traveler's stay, allowing them more freedom to enjoy local attractions.
Future Insights: Will It Maintain Its Charm?
As Hyatt rebrands these hotels, the questions of operational standards and the future of practices like the 24-hour stay model loom large. Will loyal Hyatt customers embrace this new format, and will the operational flexibility remain once demand increases? As the landscape of hotel experiences evolves, these factors will significantly impact whether Wink Hotels can sustain their unique charm underneath the Hyatt umbrella.
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