and curiosity ? Is it locally rooted ? That ’ s how we build a strong brand with consistency , personality and equity .
HOTELS : Asia is Andaz ’ s largest growth market . What is the overall owner / developer consensus of the Andaz brand and what does the overall pipeline of growth opportunity look like ? Thomas : There are many markets in Asia with an incredible array of cultures that offer opportunity for Andaz as a brand . Our presence in Asia is ever-growing and the brand saw three landmark openings in 2023 : Andaz Pattaya Jomtien Beach , the brand ’ s first property in Thailand ; Andaz Nanjing Hexi , the fourth Andaz in Greater China ; and Andaz Macau , the largest property in the entire brand portfolio . Andaz is a bold and vibrant brand , which appeals to the growing luxury lifestyle consumer sector in Asia and makes it well-positioned for strategic growth .
HOTELS : Andaz is now a mature brand . If you could travel back to 2007 and relaunch it , would you have done anything different ? Thomas : Honestly , Andaz was ahead of its time . It pioneered the playful and colorful vision of luxury lifestyle travel that many other brands are emulating in some way today , such as removing traditional front desk check-in , complimentary mini bars and open environments . This level of forward-thinking and these concepts have set the stage for 17 years of success . Looking back , I wouldn ’ t change the fundamentals , but I think it would ’ ve been interesting to bring my own perspective of representation and inclusion to the table . 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 ’ m grateful to be in a position where I can use my platform for good , and I want to make sure we represent people in the right way and reflect the diversity of the real world . HOTELS : Andaz falls under Hyatt ’ s Boundless Collection , among six other brands . How does it resonate with the World of Hyatt traveler ? Thomas : World of Hyatt members go to Andaz when they want an imaginative and playful hotel that opens doors to new cultures and experiences . They ’ re explorers who travel not just to see new places but also to challenge their worldview and spark growth . Compare this to other brands in the Boundless Collection , like Thompson Hotels , which are havens for creative communities , or Alila , which are centered around sustainable living practices in awe-inspiring destinations . As a brand , Andaz is about a lifestyle — of transformation and of discovery — as much as it ’ s about travel .
Andaz ’ s “ Be Like No One ’ s Watching ” campaign reflects three key focus areas : Indulge , Play and Move .
May / June 2024 hotelsmag . com 85