Unscripted By Hyatt Launches Globally With Six Wink Properties In Vietnam

Hyatt’s sponteneously-spirited brand makes its international debut with a portfolio deal that brings 2,000+ rooms across Vietnam into the company’s network.

Unscripted by Hyatt launched outside the United States for the first time on January 6th, bringing six Wink Hotels properties in Vietnam into Hyatt’s portfolio through a conversion agreement with Indochina Kajima. The deal expands Hyatt’s Vietnam presence from four hotels to ten and establishes Unscripted – a brand built specifically for independent hotel conversions – as a global platform.

The six properties span Vietnam’s major tourism markets: Wink Saigon Centre, Wink Danang Centre, Wink Danang Riverside, Wink Tuy Hoa Beach, Wink Can Tho Centre, and Wink Hai Phong Centre. Combined, they represent 2,000+ rooms. A seventh property, Wink Hanoi Westlake, opens late 2026.

*Wink, the made-in-Vietnam hotel brand, grew from one to six hotels in the five years since opening Wink Saigon Centre in March 2021.*

Wink Becomes Unscripted By Hyatt

Unscripted by Hyatt sits in Hyatt’s Essentials portfolio – the upscale segment designed for soft-brand conversions. Properties keep their name, design, and operational identity while gaining access to Hyatt’s reservation systems, World of Hyatt loyalty program (61 million members), and global distribution network.

For Wink, founded in 2021 by Indochina Capital and Kajima Corporation, the conversion means immediate access to international booking channels without rebranding costs. Properties maintain existing staff, F&B concepts, and design aesthetic. The tech stack integrates with Hyatt’s systems – mobile check-in, keyless entry, PMS – but Wink’s guest-facing tech remains.

“Joining the Unscripted by Hyatt brand allows us to scale that vision while staying true to what makes Wink different,” said Michael Piro, CEO of Indochina Capital and Wink.

*Scaling while staying true to the youthful, locally-inspired Wink brand.*

Life In A Wink

Wink built its brand on LEED Gold-certified properties with contemporary interiors, tech-forward operations, and 24-hour check-in flexibility. All six operating properties opened between March 2021 and 2024:

Wink Saigon Centre anchors the portfolio in Ho Chi Minh City’s District 1. Wink Danang Centre and Wink Danang Riverside target the central coast tourism market. Wink Tuy Hoa Beach positions on Vietnam’s emerging coastal corridor. Wink Can Tho Centre serves the Mekong Delta. Wink Hai Phong Centre covers the northern port city.

Design language across properties: bold color palettes, Vietnamese craft elements, minimal single-use plastics, smart room controls. F&B varies by property – Saigon Centre operates a rooftop bar, Danang Riverside runs all-day dining, Tuy Hoa Beach focuses on poolside service.

The Guest Experience

World of Hyatt members can now earn and redeem points at Wink properties. Hyatt’s running a 500 bonus points per night promotion from January 1–March 31, 2026 (no registration required, stackable with other offers).

Properties appear across Hyatt’s booking channels: Hyatt.com, World of Hyatt app, and third-party platforms. Pricing remains local market-driven. Service standards align with Unscripted’s soft-brand model – consistent quality without standardized uniforms or scripted service.

*Wink’s tech-driven stays with self-check in kiosks. mobile check in and room key going global with the World of Hyatt.*

Why Vietnam, Why Now

Hyatt operated four hotels in Vietnam pre-conversion: Park Hyatt Saigon, Hyatt Regency Danang Resort and Spa, Hyatt Regency Hoi An Resort and Spa, and Alila Villas Koh Russey (Cambodia border region, marketed to Vietnam). The Wink deal more than doubles the footprint and adds Can Tho, Tuy Hoa, and Hai Phong – secondary markets with limited international brand presence.

Vietnam’s tourism recovered to 12.6 million international arrivals in 2024 (pre-pandemic: 18 million). Domestic tourism hit 110 million trips. Wink targets both segments – Vietnamese travelers seeking design-forward stays and international visitors wanting local character with international booking ease.

Stephen Ho, President – Greater China and Growth, Asia Pacific at Hyatt, positioned the deal as market expansion: “This relationship marks a milestone in our strategy to expand Hyatt’s brand presence in the dynamic Vietnam market.”

*Stephen Ho [left] President – Greater China and Growth, Asia Pacific at Hyatt and Michael Piro, CEO of Indochina Capital and Wink pose for a photo during the signing ceremony.*

What’s Next For Wink Unscripted By Hyatt

Wink Hanoi Westlake opens Q4 2026, completing Wink’s coverage of Vietnam’s three largest cities (Ho Chi Minh City, Hanoi, Danang) and beyond in Tuy Hoa, Can Tho, and Hai Phong. The property will join Unscripted by Hyatt at opening.

The conversion model – proven in the U.S. with Unscripted hotels in Durham, Seaside, and Nashville – now has a test case in Asia Pacific. If it works, expect more soft-brand conversions targeting independent hotels with strong local identity and operational infrastructure.

For now, Wink Unscripted by Hyatt is global. Seven properties, one country, 2,000+ rooms. The brand promise is spontaneity. The operational reality is conversion-friendly infrastructure. Wink goes gobal. Hyatt sales up in Vietnam. And independently-minded hotel guests across Asia just got a new brand of hotels to explore while earning World of Hyatt points.