Global Hyatt Launches New Luxury Hotel Brand

Global Hyatt Corp. launched a new luxury hotel brand, Andaz, with properties planned for several cities, including New York and London.

The concept behind Andaz, which is a Hindustani word that when translated means “personal style,” is described by Global Hyatt as being a “highly functional environment characterized by sophistication, innovative design, local identity, casual elegance and service that is attentive but not pretentious and without attitude.”

“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, Global Hyatt’s president and CEO. “This worldwide customer base is looking for fresh, uncomplicated luxury that is timeless and “gimmick” free.”

The hotels will also be environmentally friendly. To that end, they will energy efficient with restaurants serving organic foods and beverages. The hotels will also use biodegradable products.

The first Andaz hotel will be located in London. The Great Eastern Hotel will be re-branded, renovated and repositioned as the Andaz hotel this September. The second will likely be located in New York and others are planned for Beijing and Moscow, among other cities.