Despite the plethora of so-called hotel brands in the market place, there is no let up in companies launching new ones.
Hyatt joined the trend last week with its upmarket Andaz concept which will have its debut at the Great Eastern in London in September.
The word apparently means “personal style” in Hindustani and comes hard on the heels of last month’s official launch of Hyatt Place, a brand that draws on influences from the extended stay segment to tackle select service rivals.
Andaz will also appear in New York on Fifth Avenue, across from the New York Public Library. Announcements regarding the brand in other markets were promised “in the coming weeks and months”.
Global Hyatt Corp said the concept will be built around the personal style of its customers and the personality of the destination.
Mark Hoplamazian, who became permanent CEO and president at the end of November last year following a spell of six months as interim boss after the departure of Doug Geoga, said: “I feel that Hyatt is uniquely well-suited to bring this new brand to life because ‘style’, ‘authenticity’ and ‘great service without attitude’ are attributes that are a part of Hyatt’s culture and heritage.”
Meanwhile, the Hyatt Place concethe way it tackles the select service segment. In particular, it is viewed positively for its stylish approach in creating a more home-like atmosphere for guests.