At Andaz Prague , guests can unleash their inner Banksy at the hotel ’ s graffiti workshop .
BRAND MARKETING
Andaz Uninhibited
HYATT ’ S GLOBAL BRAND LEADER TELLS GUESTS ( AND US !) WHY IT ’ S ALRIGHT TO ACT CAREFREE AND CAPRICIOUS . IT ’ S THE ANDAZ WAY .
By DAVID EISEN
Andaz is one of those luxury brands that flies under the radar . Can you believe it ’ s been around for 17 years now ? Hyatt launched Andaz in 2007 — and what better time to initiate a new brand than within the tumult of a global financial crisis ? Which it did — but persevered it did and continues to , with 29 hotels globally and another on the way later this year in Miami .
At its conception , Hyatt promoted that brand as being built on “ personal style ”— the word Andaz translates from Hindi meaning the same . The brand was further built on cornerstones of independence , sophistication , innovation , elegance and local identity . Attentive , but not pretentious and without attitude , has been the brand ’ s calling card since day one .
“ 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 ,” said Mark Hoplamazian ,
82 hotelsmag . com May / June 2024