BRAND MARKETING
where Hyatt had no presence at the time . In late 2024 , the anticipated renovation of The Confidante Miami Beach and its complete transformation into the new Andaz Miami Beach is something we ’ re especially looking forward to unveiling . We ’ ve been excited to see each opening strengthen our brand standards and identity and we ’ ll ensure any future expansion is done just as thoughtfully and strategically .
HOTELS : Last year , Hyatt launched a campaign called “ Be Like No One ’ s Watching ,” which inspires people to engage with their spaces like no one is watching them , giving them the freedom to let their personalities shine through . How was this campaign concepted and why does it fit within the overall ethos of the Andaz brand ? Thomas : We noticed a larger trend in travelers moving away from stuffy and rigid versions of luxury lifestyle . There ’ s a
FOR “ BE LIKE NO ONE ’ S WATCHING ,” WE WERE VERY DELIBERATE IN CASTING A DIVERSE GROUP OF REAL PEOPLE , NOT MODELS , WHICH IS IMPORTANT WHEN WE TALK ABOUT SELF- ACTUALIZATION AND EMPOWERMENT . I WANT TO MAKE SURE WE REPRESENT PEOPLE IN THE RIGHT WAY AND REFLECT THE DIVERSITY OF THE REAL WORLD
new generation of consumers who see travel as more than a vacation . It ’ s an opportunity for transformation , to expand their horizons , build character or even be someone different . As a pioneer of playful and experimental luxury lifestyle , Andaz was in a great position to tap into this space in the market . The storytelling behind “ Be Like No One ’ s Watching ” offered a creative way to explore power of travel to facilitate transformation and selfdiscovery while introducing , and reintroducing , the brand to today ’ s travelers . It was exciting to dive into these ideas in a non-traditional campaign , since Andaz is about non-traditional hospitality , after all .
HOTELS : It ’ s Andaz ’ s first global campaign in eight years : Why so long ? Thomas : The brand refresh had been brewing for quite some time . Over the past eight years , we ’ ve been closely monitoring how consumer preferences and market
– CRYSTAL VINISSE THOMAS , VP AND GLOBAL BRAND LEADER , HYATT
dynamics were evolving . With younger Millennials and Gen-Z becoming driving consumer forces , it felt like a good time to revisit Andaz and understand how the brand relates to both new and loyal current guests . It ’ s about staying true to our roots while embracing new opportunities for growth and connection with our audience .
HOTELS : What are some actual examples of experiences that this campaign is asking and allowing guests to do ? Thomas : As part of the campaign , we introduced a collection of experiences so guests could immerse themselves within the amazing culture of each destination and live out their hidden fantasies . We made sure each activity was rooted in the sense-ofplace of the destination so that they ’ d echo the campaign ’ s message of transformation and experimentation without losing the local touch that ’ s crucial to the Andaz experience . For example , we have an experience at Andaz Delhi where guests can learn pottery at one of the oldest art schools in the city . Or , a guest who has dreamed of trying graffiti but never mustered up the courage can do that at Andaz Prague , where there ’ s a rich street art scene .
HOTELS : The campaign was rolled out last November . In the five months since , how has it been received from guests ? Thomas : The initial reception has been quite positive . The campaign has surpassed our expectations in terms of engagement and viewership . On the ground , we ’ ve also heard great feedback from guests , who have been excited to challenge themselves and try out the new experiences .
HOTELS : Since Andaz launched , there have been a bevy of so-called luxury / lifestyle brands to populate the market . What is distinct about Andaz and what is the distinction vis-à-vis the competition ? Thomas : There ’ s a lot of noise and competition in the market , but Andaz has a sturdy foundation . The brand is rooted in individuality and self-expression , so , naturally , the brand should have a strong identity instead of blindly reacting to other trends and competitors in the market . Everything we do is put through the lens of our brand values . Is it unexpected and fun ? Does it encourage exploration
84 hotelsmag . com May / June 2024