5 Ways Andaz Celebrates Youthful Luxury Through Individuality And Local Culture

Nearing the end of its second decade as a Hyatt brand, Andaz will turn 20 in 2027. It has helped elevate and redefine luxury for a younger (and affluent) traveler, especially for World of Hyatt fans. Its name comes from the Hindi word meaning “personal style,” which is something that each hotel strives to demonstrate. But, Andaz encourages its guests to do the same.

One year ago, Andaz launched a new tagline, “be like no one’s watching.” It suggests that people should travel on their own terms in the way they like (and to be themselves without any pretenses). That way of thinking is not the norm for high-end, luxury hotels. It points to the future of Andaz with its next wave of hotels (as well as its existing properties) being places that travelers can live their best lives without worrying what others think.

Skift’s Sean O’Neill interviewed Crystal Vinisse Thomas, vice president and global brand leader of Hyatt’s lifestyle and luxury brands, earlier this year to discuss how she sees Andaz as a lifestyle brand. It should represent real people and how they want to travel, she says.

Following the pandemic, travelers were seeking out more experiences when they travel and looking to stay in a place that immersed them in the neighborhood’s happenings.

Experts say that the success of a luxury hospitality brand comes down to making a place for yourself in the already flooded marketplace of high-end hotels. This positioning for Andaz helps it do just that for its nearly 30 current hotels as well as its newest hotel openings in Miami Beach, Lisbon and Doha.

“Andaz was kind of at the vanguard of the luxury and lifestyle hotel brand within the network of a global lodging company, along with the seminal progenitor in the space, Starwood’s W Hotels, now part of Marriott International,” says David Eisen, editor in chief and of HOTELS magazine, a highly regarded hospitality trade publication.

Eisen adds that design hotels were nothing new for the industry, but were typically “independent one-offs or part of smaller hotel groups like Morgans,” and not part of larger global portfolios.

The first Andaz property, Andaz London Liverpool Street, opened in 2007 and was followed by Andaz West Hollywood, California, in 2009, both destinations that draw in fashionistas and party-seeking travelers.

Andaz wanted to be a distinctive player in the upscale, yet relaxed, design category and has allowed hotels to carve out their own niche relative to the destination.

Each hotel tells a story

This is what helped it stand out from the pack from the beginning.

Eisen explains: “Andaz, which had the misfortune of launching in the throes of a global financial crisis, tapped into the traveler who wanted luxury but not the pretense of it—it was a far cry from Park Hyatt, for one, and others like Ritz-Carlton or St. Regis. It was built on personal style and tied to locations—the first London hotel would not look like the first New York hotel.”

It continues to grow its pipeline in this same way and relies on the theme of the hotel’s architecture, destination or a particular local theme to lead the overall design.

Andaz Amsterdam Prinsengracht is one of those hotels that has become a flagship for the brand. It opened in 2012 in the city’s former public library, and today has incorporated that literary theme into its design. Dutch designer Marcel Wanders led the project, and for those familiar with his work, the Andaz could not be more modern-day Dutch.

“Our clients are turning to Andaz more and more as they realize the hotel is a crucial part of bringing the destination to life,” says Co-Founder, Chief Operating Officer and luxury travel advisor Brandon Cosinteno of Live Luxe Travel Co.

No two Andaz properties are alike, and this is the driving force behind what makes the brand special. Each property relies on storytelling and the local culture to bring the design to life. A great example of this is the Andaz Prague, the first World of Hyatt property in the Czech Republic, which took inspiration from nearly a dozen myths and legends in Czech culture.

From a roaring lion’s head that protects guests over the headboard, in hallways and even etched onto some of the pastries to the noble talking horse, yet another local legend, there is something unique in every corner. That lion design even appears at the base of the nightstands on either side of the bed, where one of the table legs is actually a lion paw.

It’s a cultural immersion both inside and out of the hotel. At reception, a paperback coffee table book (also available online as a pdf) leads guests on a guided walk through Prague where they can see the roots of many of the legends used in the hotel’s design today.

At the Andaz Capital Cate in Abu Dhabi, UAE-based designer Essa Walla designed the fashionable uniforms for staff. In Delhi, the Andaz hired a writer to produce a coffee table travel book, “401 Reasons to Fall in Love With Delhi,” to take guests off the traditional tourist paths.

In Vienna, guests get a tutorial from the pastry chef on how to make the iconic “Kaiserschmarrn” pastry. At the Andaz Mayakoba, the resort offers a cacao ceremoney that involves consuming ceremonial-grade cacao in a group to build connection, healing and self-exploration as part of a special ritual. It is all part of bringing the destination to life wherever Andaz is.

Be Like No One’s Watching

This core pillar took on renewed meaning during the Andaz brand’s recent refresh, which encourages travelers “be like no one’s watching.” According to Hyatt executives, the new campaign is driven by the way it has watched younger Millennials and Gen-Z travelers show interest in both Andaz and upscale travel trends. It is about capturing a new audience while still providing upscale, but laid back luxury to existing guests of all ages.

“Andaz continues to grow up and become a bit more sophisticated while still honoring the brand’s heritage and original ethos,” adds Cosinteno. “We continue to see clients choosing Andaz over other brands due to the uniqueness of each property.”

As Andaz gets older, its demographic is expanding. Live Luxe Travel Co. is the leading seller of Hyatt Prive rates and often recommends Andaz properties to travelers because they know its ethos and design will resonate with them.

Cosinteno says this is helping them bring in a younger client to the brand. This should come as no surprise. According to a recent survey by IBS Software, 38% of millennial and Gen Z travelers use travel advisors to help them craft the ideal trip for their interests, despite booking it themselves.

Each hotel is different, but entertainment in the public spaces is a key element for Andaz. The “be like no one’s watching” campaign is meant for people to travel the way they want to without any pretenses (something that other luxury hotels may not always espouse).

For example, weekend DJs and drag bingo sessions are a cult favorite of Amsterdammers, who have always embraced the concept of freedom and self-expression. At Andaz Condesa Mexico City, the hotel has its own dog park patio where travelers and locals can come to co-work, order food from the food truck or meet other people. The traditional trappings of luxury have evolved, and people are looking to be their true selves or expand their horizons.

It is not just about on-property amenities, but also local experiences that give travelers the chance to try something new. That could be local pottery classes at Andaz Delhi or horseback riding with a two-time lasso champion at Andaz Peninsula Papagayo in Costa Rica.

You can also learn about medicinal plants with a local horticulturalist or discover the world of sumo wrestling with a local guide. Many of these are part of World of Hyatt’s FIND Experiences, which allows travelers to earn points on activies or redeem their points instead of paying cash for them.

Comped Perks For Everyone

Luxury hotels are not known for “freebies,” but from its inception, Andaz took a different approach. Each evening at some hotels, there is an Andaz hour offering a complimentary tasting experience in the lobby, which could include a local wine, beer or cocktail paired with light bites or local stories. At Andaz Amsterdam, guests can chat with mixologists preparing a typical Dutch Jenever cocktail for guests. Bavarian beer and classic German pretzels used to be the popular offering at Andaz Munich Schwabinger Tor.

Local musicians entertain guests at Andaz Tokyo while they enjoy light bites and drinks. In Prague, the property tapped a well-known Czech parfumier to develop several fragrances and scents specifically for the hotel. In what the hotel calls its “Andaz hour moment,” guests get the chance to enjoy a mixology lesson from the bartender and choose from one of three cocktails using that particular scent to enjoy. These are complimentary for guests, but locals can pay to enjoy the experience, too.

All Andaz properties have free, in-room minibars with complimentary non-alcoholic drinks and sodas. These often include local brands, and in some destinations, local beer is also restocked daily for guests to enjoy. A few regional snacks like Austrian Manner chocolate wafers in Vienna or Maui kettle chips at Andaz Maui.

In the lobby, there is usually a place for guests to enjoy free juices or mineral water as well as all-day coffee and tea.

A Focus On Staff

A tenet of Hyatt has long been including its team members in the perks and amenities it makes available for guests. For example, when it unlocked the Headspace app for all World of Hyatt members to use for free during their stay, it did the same for staff.

The app provides guided meditations, well-being and wellness content, white noise and other soothing sounds, and health, something that executives say has become very popular with employees (especially during the height of the pandemic).

The Women@Hyatt group is a global initiative that helps female co-workers as well as other minority groups to grow in their career and personal life.

Cluster general manager for Andaz Amsterdam Prinsengracht and Hyatt Regency Amsterdam and area vice president for The Netherlands & Sweden Gozde Eren has been leading the charge in Europe for several years. She cites the tremendous feedback from staff who have been able to better themselves both at work and in life as her motivation.

Eren praises the program, but says surprisingly, “we hope to eventually get rid of this program. My hope is that the workplace will be a diverse and comfortable place for everyone to feel appreciated and empowered.”

Self-expression and loyalty is not just for guests, but staff, too. Many hotel staff have become die-hard fans of the brand because they see the type of creativity and energy it sparks. One staff person at the Andaz Amsterdam even went so far as to get an Andaz tattoo to demonstrate her love for the Hyatt brand.

A Key Addition To World Of Hyatt

Despite adding new brands like Mr & Mrs Smith and soon Standard Hotels, the World of Hyatt loyalty program is still smaller than the competition. As a result, Hyatt works hard to pack in more perks, especially for elite status members.

Having a hotel for every type of traveler is what makes a loyalty program well-rounded. Andaz filled a niche by providing approachable luxury that distinguishes itself from the competition.

Travelers can earn points when staying at other program brands like Hyatt Place or the new Hyatt Studios brand and then redeem them at aspirational, high-end Andaz properties in resorts like Mayakoba or the newly opened Andaz Mexico City.

Jamie Larounis, a senior contributor at Upgraded Points.com, notes that the program has allowed more travelers to experience the type of luxury that Andaz delivers by redeeming their points. Even though most Andaz properties are typically in the higher redemption categories (and continue to grow), this has still helped the brand to broaden its audience and boost benefits for loyalty members.

“To say Andaz was ahead of its time is not too much of a stretch,” adds Eisen.

Approaching its 20^th birthday, Hyatt hopes Andaz can continue that trajectory with the hotels in the pipeline.

Cosinteno says, “our higher end clients who are 25-45 are looking for more unique experiences than before, and that is where Andaz delivers over traditional luxury hotels and resorts.”

Hyatt is betting on World of Hyatt and a younger demographic that is showing it is not afraid to spend on the type of travel experiences they crave to carry it forward for its next decade to come.

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