Andaz is one of those luxury brands that flies under the radar. Can you believe it’s been around for 17 years now? Hyatt launched Andaz in 2007—and what better time to initiate a new brand than within the tumult of a global financial crisis? Which it did—but persevered it did and continues to, with 29 hotels globally and another on the way later this year in Miami.
At its conception, Hyatt promoted that brand as being built on “personal style”—the word Andaz translates from Hindi meaning the same. The brand was further built on cornerstones of independence, sophistication, innovation, elegance and local identity. Attentive, but not pretentious and without attitude, has been the brand’s calling card since day one.
“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, 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. 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 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 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 self-discovery 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 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-of place 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 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 f irst 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 minibars 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.