Hyatt Hotels has announced the launch of a new brand comprised of independent upscale and luxury properties with a focus on providing unique stay experiences.

The Unbound Collection by Hyatt will feature a global portfolio of hotels and resorts. However no two properties will be the same.

Nonetheless, owners across the board will have access to Hyatt’s operational and marketing resources, while customers will be able to take advantage of the company’s loyalty program during stays at Unbound Collection by Hyatt properties.

Properties will range from boutique hotels to tropical resorts.

Ultimately, the brand’s goal is to accentuate what makes each particular property unique, in turn meeting evolving demands from guests.

The new brand already includes the Driskill Hotel in Austin, Texas; the Hotel du Louvre in Paris; the Carmelo Resort & Spa in Carmelo, Uruguay and the Coco Palms Resort in Kauai, Hawaii. But more properties will be added.

Since the brand will comprise existing and new hotels, Hyatt will have tremendous flexibility in terms of expansion.

“The Unbound Collection by Hyatt provides us with a myriad of opportunities to grow, not only in new markets, but also in places we know our guests want to go,” said Hyatt Hotels President and CEO Mark Hoplamazian in a statement. “The collection of properties will allow us to reach the modern traveler who seeks one-of-a-kind experiences, but also wants the reassurance and loyalty program that comes with our brand.”

“What really excites us about The Unbound Collection by Hyatt is that this portfolio provides rich social currency through story-worthy, shareable experiences that guests will take with them long after their stay.”