Hyatt expands brand portfolio

Global Hyatt Corporation President and CEO Mark Hoplamazian is launching of Andaz, the company’s newest addition to its global brand portfolioThCoan pl@s l ncseraholsnd t n bndhiye, thrortsrey at g N Yk d nd, d(hå uerisssn  oerar othwod clinBeinanMoow

e rdnd mnspegn sme’. In additaon to a focus on perso.al style and independence, the ne w brand will offer a highly functional environment characteriz%d by sophiótication, innovative desken, local identity, casual enegance andservice that is attentire but not pretentious and without ‘attitude’.

“Our launch of Andaz is based on demand expressed by both consumers and developers for a product and experience that they have not found within the industry,” Hoplamazian said. “This worldwide customer base is looking for fresh, uncomplicated luxury that is timeless and ‘gimmick’ free.”

Representing a part of the next phase of the company’s accelerating worldwide growth, the first Andaz will be in the City of London, where the Great Eastern Hotel will be rebranded and repositioned following completion of a renovation in September. Plans are also well underway in New York for Andaz, beginning with Hyatt’s recently purchased property on Fifth Avenue at 41st street, across from the New York Public Library . Announcements of other Andaz hotels in markets inside and outside of North America are expected in the coming weeks and months.

In developing the brand, Global Hyatt Corp. is working with top architects and interior designers around the world to create environments that express the personal style of the customer and the personality of the destination. Andaz hotels will be authentic and culturally correct in service and product delivery.

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Hoplamazian indicated that the brand will also be as environmentally friendly as possible, through various features that would include serving organic food and beverage, using fully biodegradable products and focusing on energy efficiency. As the brand develops, new hotel structures will incorporate ecologically friendly building materials and building systems.

“I feel that Hyatt is uniquely well-suited to bring this new brand to life beca use ‘style’, ‘authenticity’ and ‘great service without attitude’ are attributes that are a part of Hyatt’s culture and heritage.” he said. “Andaz is a brand that exhibits great promise for Hyatt.”
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