Andaz

Andaz
Name	Andaz
Founded	2007
Founder	Barry Sternlicht
Parent	Hyatt Hotels Corporation
Headquarters	Chicago
Industry	Hospitality industry
Website	https://www.hyatt.com/andaz

Andaz Andaz is a boutique luxury hotel brand owned by Hyatt Hotels Corporation that launched in 2007. Positioned between lifestyle and luxury segments, Andaz has been associated with contemporary design, localized experiences, and a focus on hospitality led by creative directors. The brand has been developed under the direction of executives from Hyatt Hotels Corporation and influenced by figures from the hospitality and real estate sectors such as Barry Sternlicht and design collaborators across cities like London, New York City, and Mumbai.

History

Andaz was introduced as part of a strategic diversification of Hyatt Hotels Corporation's portfolio to compete with lifestyle brands from groups like Starwood Hotels & Resorts and Accor. The first Andaz property emerged in the late 2000s following acquisitions and management shifts involving portfolios linked to entities such as W Hotel and transactions influenced by investors including Starwood Capital Group. Early expansions involved conversions of landmark buildings in global hubs, drawing on precedents set by brands like Ace Hotel and Aman Resorts. Over time, Andaz properties opened in major markets including London, Los Angeles, Shanghai, Mumbai, and Amsterdam, reflecting Hyatt's global growth strategy executed alongside corporate decisions made at Hyatt Global Development and regional teams in Asia Pacific, Europe, and the Americas.

Design and Architecture

Andaz properties commonly integrate adaptive reuse and contemporary new-build architecture, collaborating with architectural firms such as Foster and Partners, Gensler, and boutique studios associated with projects in Chelsea and South Bank. Interiors often feature contributions from designers who have worked on projects for Tom Dixon, Philippe Starck, and studios linked to the Design Museum. Landmark conversions reuse structures with heritage status similar to projects in Covent Garden or redeveloped docks in Docklands. Design strategies emphasize local artisans and material palettes referencing neighborhoods like SoHo (Manhattan), Colaba, and De Pijp, while lighting schemes sometimes reference practices used in venues across Las Vegas and Berlin. Public spaces at Andaz often mirror the layout of contemporary cultural venues such as galleries in Chelsea or performance spaces in Southbank Centre.

Properties and Locations

Andaz operates in capitals and gateway cities including properties in London, New York City, Bangkok, Hyderabad, Istanbul, Tokyo, San Diego, Toronto, Amsterdam, and Beijing. Several openings have coincided with major events hosted in those cities, such as the Olympic Games, World Expo, and international conferences organized by institutions like the United Nations. Some properties are situated near transport hubs like Heathrow Airport, Chhatrapati Shivaji Maharaj International Airport, and John F. Kennedy International Airport. Flagship locations include addresses in business districts similar to Canary Wharf and cultural precincts akin to Shoreditch and Kensington.

Services and Amenities

Andaz properties typically offer full-service amenities including restaurants managed by chefs with reputations established at venues like Nobu, Gordon Ramsay Restaurants, and Jean-Georges. Food and beverage programs often collaborate with culinary teams that have worked at institutions such as Eataly and The Fat Duck. Wellness offerings include fitness centers equipped in ways comparable to facilities at Equinox Fitness and spa programs developed with brands like Mandarin Oriental Spa Group. Meeting and event spaces are designed for creative industries and corporate clients tied to organizations such as TED Conferences and Advertising Week, with technology partnerships akin to those used by Microsoft and Apple Inc. for conferencing. Guest services emphasize concierge experiences informed by travel platforms and loyalty paradigms similar to World of Hyatt.

Branding and Marketing

Brand positioning for Andaz relies on lifestyle marketing, collaborations with cultural institutions like Serpentine Galleries and Tate Modern, and partnerships with fashion houses such as Prada and Gucci for limited promotions. Digital campaigns have used platforms and tactics modeled on initiatives by Airbnb, Instagram, and YouTube influencers, while corporate communications align with public relations strategies employed by hospitality groups including Marriott International and Hilton Worldwide. Loyalty integration leverages World of Hyatt membership benefits, aligning offers with events promoted by entities like SXSW and Cannes Film Festival to attract creative-professional demographics.

Awards and Recognition

Andaz properties and their teams have been recognized by industry publications and organizations such as Condé Nast Traveler, Travel + Leisure, Forbes Travel Guide, and The Michelin Guide for dining and service. Individual properties have been shortlisted in awards organized by bodies like World Travel Awards and The International Hotel & Property Awards, and have received design commendations from juries associated with the Royal Institute of British Architects and Dezeen Awards. Culinary leaders at Andaz venues have earned mentions in lists by Michelin Guide inspectors and editorial features in Bon Appétit and The New York Times travel sections.

Category:Hyatt brands