# Soft Brand Hotel Chains Hyatt Hotels' The Unbound Collection is Geared to Social Media Consumers By M | Published 2016-03-03 | World Source: Trend Hunter, https://www.trendhunter.com/trends/soft-brand References: [skift](https://skift.com/2016/03/02/hyatt-hotels-launches-a-new-brand-the-unbound-collection/) & [hyatt](http://www.hyatt.com/) World-famous accommodations brand [Hyatt Hotels](https://www.trendhunter.com/trends/hyatt-hotels-1) is offering a new soft brand line of hotels geared towards social media consumers looking to experience [unique design, luxury stay](https://www.trendhunter.com/trends/burberry-and-the-standard-ibiza-hotel) and a realistic paying point in their travels. The [sister line](https://www.trendhunter.com/trends/autograph-collection), entitled The Unbound Collection, will feature properties with room rentals more so than chain style accommodations geared at appeasing younger demographics in search of one-of-a-kind experiences. The Unbound Collection will offer consumers the ability to stay at luxe properties that go beyond consistency in design and stay to provide unique storylines and experiences. The locations vary from historical sites to spas, gearing to a wide range of tastes for the social-media savvy consumer. The Unbound Collection currently features several hip properties located in Paris, Austin, Kauai and Uruguay with more to open in the coming years. ## Trend Insights (Trend Hunter) - Score: 2.2/10 - Popularity: 28% | Activity: 29% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [World](https://www.trendhunter.com/world) > [Travel](https://www.trendhunter.com/travel) ## Key Themes ### What's Driving This Trend - **Soft Brand Hotel Chains:** Opportunity for other hotel brands to create soft brand lines targeting social media consumers seeking unique experiences and realistic price points. - **Social Media Consumer-driven Experiences:** Opportunity for industries beyond hotels, such as tours and attractions, to cater to social media consumers looking for unique and adventure-filled experiences to share online. - **Expanding Soft Brand Line Market:** Opportunity for the hospitality industry to further expand the soft brand hotel market by offering diverse and unconventional properties targeted towards different demographics and tastes. ### Who This Affects Most - **Hospitality:** The hospitality industry can capitalize on the soft brand hotel trend by developing their own unique and experiential hotel lines to appeal to social media consumers. - **Tours and Attractions:** The tours and attractions industry can seize the opportunity to create social media-friendly experiences that align with the demands of social media consumers seeking unique and shareable adventures. - **Real Estate Development:** Real estate developers can explore opportunities to partner with hotel brands to repurpose historical sites or unconventional properties into soft brand hotels, capitalizing on the trend of unique and experiential accommodations. ## Related on Trend Hunter - [Luxury Safari Camps](https://www.trendhunter.com/trends/luxury-safari-camps.md) - [Exclusive Hotel Vacation Clubs](https://www.trendhunter.com/trends/hyatt-hotels-1.md) - [Curated Discovery-Forward Rebranding Strategies](https://www.trendhunter.com/trends/curated-discovery.md) - [Hotel Wellness Campaigns](https://www.trendhunter.com/trends/wellness-at-hyatt.md) - [Comprehensive Hotel Rebrands](https://www.trendhunter.com/trends/starwood-hotels.md) - [Hotel Portfolio Expansions](https://www.trendhunter.com/trends/destination-by-hyatt.md) - [Nature-Inspired Hotel Expansions](https://www.trendhunter.com/trends/outbound-hotels.md) - [Hotel-Backed Luxury Experiences](https://www.trendhunter.com/trends/luxury-experiences.md) - [Hotel-Inspired Home Scenting Products](https://www.trendhunter.com/trends/hotel-collection.md)