Hyatt's "personal" addition to its global brand portfolio.

The Company plans to launch several hotels under the new brand this year, with properties already slated for New York and London, and others under discussion in other parts of the world including Beijing and Moscow.

The word Andaz means ‘personal style'. In addition to a focus on personal style and independence, the new brand will offer 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," Hoplamazian said. "This worldwide customer base is looking for fresh, uncomplicated luxury that is timeless and ‘gimmick' free."

Representing a part of the next phase of the company's accelerating worldwide growth, the first Andaz will be in the City of London, where the Great Eastern Hotel will be rebranded and repositioned following completion of a renovation in September. Plans are also well underway in New York for Andaz, beginning with Hyatt's recently purchased property on Fifth Avenue at 41^st street, across from the New York Public Library. Announcements of other Andaz hotels in markets inside and outside of North America are expected in the coming weeks and months.

In developing the brand, Global Hyatt Corp. is working with top architects and interior designers around the world to create environments that express the personal style of the customer and the personality of the destination. Andaz hotels will be authentic and culturally correct in service and product delivery.

Hoplamazian indicated that the brand will also be as environmentally friendly as possible, through various features that would include serving organic food and beverage, using fully biodegradable products and focusing on energy efficiency. As the brand develops, new hotel structures will incorporate ecologically friendly building materials and building systems.

"I feel that Hyatt is uniquely well-suited to bring this new brand to life because ‘style', ‘authenticity' and ‘great service without attitude' are attributes that are a part of Hyatt's culture and heritage." he said. "Andaz is a brand that exhibits great promise for Hyatt."

Comments from Vijay Dandapani's blog:

Hotel Brands - Andaz

Hyatt Hotels announced its newest brand "Andaz" yesterday with a view to focussing on "personal style and independence, the new brand will offer a highly functional environment characterized by sophistication, innovative design, local identity, casual elegance and service that is attentive but not pretentious and without ‘attitude'". While the word is supposedly derived from Hindustani (from India) and means "personal style", it helps when launching a new brand in this internet age to begin with the letter A. A marquee name like Hyatt needs no lessons on brand launching particularly in a robust hospitality climate like today but the brand appears to promise a melange of intangibles that may well be difficult to sustain - only time will tell.

www.vijaydandapani.com