Andaz
Environment
Identity Elements
Creating a Boutique Hotel Brand for Hyatt
A totally new concept by Hyatt. Fresh, energetic and beyond contemporary. The perfect match for today’s modern global lifestyle. Centered within the most vibrant urban locations, each hotel will embrace the vision of the 21st century traveler while keeping the timeless benchmarks Hyatt has built its reputation on... impeccable service, stunning design and seamless functionality.
Challenges
Hyatt recognized the clear opportunity for growth in the boutique hotel space, but needed to give careful consideration to the role such an offering would play in its brand portfolio.
Uncover the opportunity, define and communicate a new brand and guest experience for an international luxury hotel, and create the communications framework to engage investors, employees and guests
Actions
Quantitative and qualitative research with consumers in eight countries enabled Lippincott to identify two segments of priority target guests, and to refine the concept: distinctive, contemporary hotels reflective of their local environment, but distinguished by a more subtle and consistently high service experience than most boutiques offer.
The name Andaz is a Hindi word meaning personal style, chosen to express the hotel’s chic design, unique details and international standards, and suggests Hyatt’s focus on a new guest and concept.
“Sophistication made simple” defines the essence of the brand. Andaz offers an unusual juxtaposition of intuitive, thoughtful service with a casual but refined environment and simplified processes.
Lippincott also worked with the Andaz team to map the desired guest experience across touchpoints, creating moments that deliver on the essence and express the personal, uncomplicated and vibrant character of the brand.
The brand essence and suggested guest experience were expressed in a brand book designed to educate and engage developers, employees and agency partners.