president and CEO of Hyatt Hotels . Corp ., at the time . “ This worldwide customer base is looking for fresh , uncomplicated luxury that is timeless and gimmick free .”
So , how has the brand fared since its debut hotel in London ? HOTELS turned to Crystal Vinisse Thomas , VP and global brand leader at Hyatt , for the answers . You could call Thomas a brand and marketing guru : Previous to Hyatt ( she ’ s been with the company four years ), she held roles with Apple , cultivating Beats by Dr . Dre , and Starwood Hotels & Resorts , where she focused mainly on luxury brands , including W and St . Regis .
In this Q & A , she discusses the evolution of the brand and underscores Andaz ’ s first global media campaign in eight years that entreats guests to “ Be Like No One ’ s Watching .”
HOTELS : The Andaz brand was launched in 2007 with the concept of “ personal style and individuality .” How has the brand maintained that in the 17 years since launch ? Crystal Vinisse Thomas : The Andaz brand has always been rooted in imagination , empowerment and locality . It ’ s quite literally in the name of the brand , which means “ personal style ” in Hindi . We have always encouraged our guests to immerse themselves in the destination and challenge themselves to new experiences . As Andaz has grown over the years , we ’ ve carefully kept this mission in mind to ensure new properties retain this ethos .
Mr . Stork at Andaz Singapore is an al fresco drinking and dining spot with 360-degree views of the city .
Every Andaz is crafted to create the space and resources guests need to live out their travels — however they want , through design , the amenities and the experiences we offer .
HOTELS : There are now 29 Andaz hotels globally . Is that the type of growth Hyatt is happy with or is there appetite for quicker and further expansion ? Thomas : The footprint of Andaz is something we are proud of and we continue to seek the right opportunities to grow in vibrant communities globally . The Andaz name comes with its own expectations and we must ensure every new property offers that immersive look into a destination and the elevated standards that have become synonymous with the brand . Notably , Andaz Prague brought the brand into the Czech Republic , a new market
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