Break the codes, that is the goal of this new brand of the Hyatt group that is taking an original approach and making its way in a world of uninhibited luxury. Winner of the Hospitality Awards 2010 for best innovation in the upscale hotel segment, Andaz stands out for its clientele approach based on the break with uniformity that is so associated with hotel chains. The brand would ideally like to combine global ambition with a strong local culture.
In 2007, the idea took shape within the teams at Hyatt Hotels & Resorts to respond to a significant change in the behavior of international travelers who favored boutique hotels because of their personalized, attentive, contemporary and human dimension. But the concept must also integrate a network strategy to benefit from the effects of brand synergy and commercial strength. The marketing team has selected a series of terms to associate with the brand: Contemporary, modern, fresh, stylish, locally involved, passionate, simple, intuitive, energetic, transparent, social, pertinent, relaxed, natural, informal, timeless, open-minded, fun, playful, spiritual, eclectic….It also means free access to an area for relaxation or, depending on the time of day, hot beverages, fruit juices, hors d’oeuvres and a glass of wine may be offered… Andaz is also anchored in the life of the neighborhood and what’s on at any given moment. Local events are invited into common areas through photo exhibitions, events… this is further facilitated by the concept of Andaz Studio. An original space, specific to each hotel, it is both an area for socializing and a space that may be closed off as a private area by a group. In London and New York, a separate kitchen allows the Chef to make demonstrations or do wine tastings. The next openings will be in the cities of Austin in Texas, Papagayo in Costa Rica, the Turks and Caicos Islands, New Delhi in India and Sanya Sunny Bay in China.By opposition to traditional, static, fashionable, trendy, suffocating, complicated, too much, exclusive, formal, pretentious, formal, bad taste, rigid, restrictive, opulent, standardized like chains…. These terms and rejections were then personalized and developed through a hotel concept: this would be Andaz, a Hindu expression meaning “personal attention”. The first approach consisted in imagining a concept where the barriers disappear both literally and figuratively, to offer a sophisticated lifestyle through the quality provided and relaxed by the atmosphere that reigns there permanently. The thinking bore upon three axes that best qualify the concept: personalization; simplicity; dynamism; around which customer expectations were developed, the missions of personnel, the goals of developer. Personalization, the first fundamental axis, must initially be established through characteristics specific to building.To this day none of the five Andaz hotels operating worldwide resembles another. The primary characteristic is how they integrate the landscape and local culture, transcribing the very specific atmosphere of the neighborhod through decorative codes and elements. Hyatt called upon a team of local architects and designers with local legitimacy: Jack Milroy, David Nash and Matthew Chambers for the first Andaz in Liverpool Street in London, David Rockwell for the Andaz Wall Street in New York, Toni Chi for the one on Fifth Avenue, Kelly Capital in San Diego, Janson Goldstein in Los Angeles and Marcel Wanders in Amsterdam. Personalization also comes from the relationship established between clients and personnel. The customary barrier that is sometimes reassuring, consisting of the reception desk has been eliminated to the benefit of personalized check-in by an “Andaz Host” who welcomes guests in a space that is more conducive to relaxation and interaction. New technologies make it possible to roam away from the desk and computer terminal and accomplish the check-in formalities over a cup of coffee or glass of wine. Transparency is driven to the point of eliminating useless visual barriers, such as the wall separating the kitchen in restaurants, to invite clients to watch the Chef and the kitchen team at work. Simplicity was established to facilitate the client’s stay, to make him feel a little bit at home. Wi-Fi connections thus become systematic and free, local calls from the room are also included, as is a mini-bar with fruit juices and non-alcoholic beverages.
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