Andaz: Hyatt’s Hip, Luxury, Boutique-Influenced Brand
Hyatt’s newest hotel brand is Andaz ®, a collection of high-end, boutique-influenced hotels located in desirable, hip neighborhoods. Similar in attitude and target demographic to Starwood’s W hotels, the first Andaz hotel opened in 2007 in London. Andaz hotels focuses on attracting high income guests with careers in consulting, finance, entertainment and media. Celebrities are also a key target. Upon arrival, guests should immediately recognize that Andaz offers a unique experience. Rather than a typical check-in counter, guests are greeted by a host in the Andaz lounge, a lobby/living room space where guests can enjoy a beverage while the host checks them in.
Andaz hotels are designed to blend in with culture and aesthetics of the locale. The design and decor will match local tastes and architecture. The restaurants feature regional cuisine and organic, locally sourced ingredients. Andaz’s hotel bars and restaurants appeal to guests as well as local tastes so that they become popular neighborhood hang-out spots, further connecting the hotel with the local culture.
Hyatt’s ® attempts to localize it’s new brand is exemplified by Andaz San Diego, located in the city’s vibrant Gaslamp Quarter historic district. In San Diego, Hyatt took over a popular boutique hotel with a hip reputation, the Ivy San Diego. Rather than abandon the local brand credibility of the Ivy name, Hyatt instead used the popular Ivy name for the hotel’s night club, roof-top bar, and wine bar. To attract locals, the wine bar offers happy hour specials and features over 88 wines, each available from self-service dispensing machines. At night, the Ivy rooftop pool transforms into a sexy club scene, complete with bottle service and DJs spinning tunes at the four-story nightclub.
There are 6 Andaz hotels within the U.S. and many more abroad. In addition to San Diego, Andaz hotels are also located on 5th Avenue and Wall Street in New York, in West Hollywood and Napa in California, and in Savannah, Georgia. An Andaz in Maui, Hawaii is scheduled to open in 2013. Andaz rates vary greatly by location and stay dates– from as low as $150 to over $500/night.
Hyatt’s “Free Time” promotion is offered at Andaz San Diego, West Hollywood, and Wall Street. With code: FRTIME, you receive 1 free night after 2 paid nights, as well as free breakfast and a 2 PM check-out time. Availability for this promotion appears limited based on my online searches; I suggest calling the hotel for best availability.
One Mile at a Time has a nice review of the Andaz West Hollywood.
See our review of the Hyatt Credit Card. You will receive two award nights redeemable at any Hyatt-affiliated hotel (including Andaz) worldwide with your first purchase. Two free nights are worth about $1,000 when used at most Andaz hotels.