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Global hotel group, Hyatt, is to introduce a new hotel brand later this year, with London”s Great Eastern Hotel set as the first target. Andaz ” Hindustani for ”personal style” ” has been created for guests who want all the luxury of a five-star hotel, without the formal and impersonal service associated with more traditional management.
”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 Global Hyatt Corporation president and CEO, Mark Hoplamazian. ”This world wide customer base is looking for fresh, uncomplicated luxury that is timeless and ”gimmik” free.”
Hyatt”s decision comes at a time when the ”unique” hotel experience is more important than ever, with other chains such as InterContinental having introduced their boutique, seasonally-revolving Indigo brand.
”Hotel chains in general became very commoditised,” explained Global Hyatt vice president corporate communications, Katie Meyer. ”It was virtually impossible to tell the difference between say, a Marriott room and a Hilton room.
”Over the past two decades, travellers have become more sophisticated through global influences and travel and specific hotel customer segments have evolved. Upscale and luxury savvy travellers no longer accept a generic experience.”
Service at Andaz hotels aims to be attentive but not fussy ” there will be no formal check-in desk or set meal times so that guests can eat what they want when they want it. Staff at these hotels will be cross-trained, as Meyer said: ”Employees will be trained as ”hosts” and will very much have the same attitudes and attributes of the Andaz guest.”
The Great Eastern Hotel, adjacent to London”s Liverpool station, was bought by Hyatt and JER Partners in February 2006 for ”150m ($297m). Refurbishments are currently underway and the property will be re-branded as an Andaz hotel upon their completion in September this year.
Other locations cited for the new brand include the recently purchased property in New York, at 41st St on Fifth Avenue; there are also talks of extending Andaz to Beijing and Moscow.