CHICAGO (November 27, 2023) – Hyatt Hotels Corporation (NYSE: H) today announced Andaz, Hyatt’s luxury lifestyle hotel brand, is encouraging imaginative travel through distinct, local experiences by unveiling its latest creative campaign Be Like No One’s Watching. Celebrating the brand’s mission to create unique havens for self-expression and individuality, this global marketing campaign recognizes the transformative potential of travel, calling on travelers to connect with their innermost curiosities and awaken to new experiences.
With 29 global properties and more on the horizon, the Andaz brand has championed the ever-evolving character and individuality of its guests since the brand’s launch in 2007. Be Like No One’s Watching is the Andaz brand’s latest reminder that people move through the world with ever-changing identities that transform and develop over time and throughout environments—especially through travel. No matter what hidden desires guests possess, Andaz hotels promise to create the freedom and space to embrace who they are or discover who they can become.
As Be Like No One’s Watching comes to life at Andaz properties, guests will find experiences across the Andaz portfolio starting this month and extending into 2024. Each experience is designed to capture the imaginations of guests, while reflecting the brand campaign’s key focus areas: ‘Indulge,’ where guests can connect to culinary, mixology, and self-pampering moments; ‘Play,’ which can be expressed through musical connections, gaming, or even digital exploration; and ‘Move,’ where dance, fitness, sports and wellbeing experiences are delivered.
Examples include:
INDULGE
PLAY
MOVE
“Be Like No One’s Watching is an exciting campaign that embodies the Andaz brand’s DNA in such a powerful—and fun—way and showcases the breadth of inspiration that can be found within each experience,” said Crystal Vinisse Thomas, vice president and global brand leader of Hyatt’s lifestyle and luxury brands. “Travel is an empowering act that unlocks a certain permission within us to not only imagine but embrace the freedom to live out the fullness of who we are. We understand that our guests may have new, unique desires to fulfill when they travel, and we want to be there to help realize those desires. Just as Andaz hotels offer playful sanctuaries that help reveal new horizons for our guests, our newest campaign is an invitation to feel liberated to be the most authentic version of yourself.”
Be Like No One’s Watching also reimagines the visual identity of Andaz hotels through the lens of the brand’s ethos to empower travelers with the freedom to pursue their dynamic nature. With a redesigned website infused with expressive art, vivid colors, and freehand patterns, the new visuals reflect Andaz properties’ ability to create a space for travelers to challenge their boundaries.
This series of creative visuals reflect the campaign’s motif of reinventing oneself through travel was concepted and directed by international branding agency, RO New York. A collection of eye-popping portraits from renowned portrait photographer, Ruven Afanador, captures guests exploring their alter-egos and travel ambitions, highlighting Andaz hotels as bridges to new and enriching possibilities. The campaign also includes video shorts filmed by New York City-based cinematographer, Joshua Steen, and styled by Bernat Buscato, acclaimed fashion stylist, editor and designer. These shorts depict guests' transformation as they discover moments of inspiration from the imaginative local touches at Andaz hotels around the world. The campaign artwork will be featured in international markets throughout North America, Europe, the Middle East and Asia across print, online, and paid and brand-owned social channels.
“Geared towards an audience of travelers and lifestyle enthusiasts interested in creative expression, design, art and luxury goods, each element of the Be Like No One’s Watching campaign truly reflects Andaz guests’ desire to explore different parts of themselves,” said Kenneth Villamil, vice president, product and brand development for Hyatt’s lifestyle and luxury brands. “After watching the Andaz brand grow and evolve since its very inception, I am incredibly excited to see the evolution of creative visuals, short films and overall new identity build on the playful luxury the Andaz brand has always been known for, now with a more expressive twist.”
To experience the evolution of Andaz visual identity, explore the stories behind the videos and images of Be Like No One’s Watching and view a full list of on-property experiences, please visit the official brand website: www.andaz.com/belikenooneswatching.
The term “Hyatt” is used in this release for convenience to refer to Hyatt Hotels Corporation and/or one or more of its affiliates.
About Andaz
Global in scale while local in perspective, the Andaz brand empowers self-expression and stimulates guests’ curiosity through imaginative travel for a distinctively local experience. Through thoughtful, unscripted service tailored for travelers, Andaz hotels enable guests to go beyond the familiar to discover and define their personal essence while immersing themselves in the spirit of the eclectic culture around them. Currently, there are 29 Andaz hotels open: Andaz 5th Avenue in New York, Andaz San Diego, Andaz West Hollywood, Andaz Napa, Andaz Scottsdale Resort & Bungalows, Andaz Savannah, Andaz Maui at Wailea Resort, Andaz Munich Schwabinger Tor, Andaz Ottawa ByWard Market, Andaz Mayakoba Resort Riviera Maya, Andaz Mexico City Condesa, Andaz Costa Rica Resort at Peninsula Papagayo, Andaz London Liverpool Street, Andaz Amsterdam Prinsengracht, Andaz Prague, Andaz Singapore, Andaz Bali, Andaz Pattaya Jomtien Beach, Andaz Delhi, Andaz Xintiandi in Shanghai, Andaz Shenzhen Bay, Andaz Tokyo Toranomon Hills, Andaz Seoul Gangnam, Andaz Capital Gate Abu Dhabi, Andaz Dubai The Palm, Andaz Xiamen, Andaz Vienna Am Belvedere, Andaz Nanjing Hexi and Andaz Macau. For more information, please visit andaz.com. Follow @Andaz on Facebook, Twitter and Instagram, and tag photos with #WhenInAndaz.
About Hyatt Hotels Corporation
Hyatt Hotels Corporation, headquartered in Chicago, is a leading global hospitality company guided by its purpose – to care for people so they can be their best. As of September 30, 2023, the Company’s portfolio included more than 1,300 hotels and all-inclusive properties in 76 countries across six continents. The Company's offering includes brands in the Timeless Collection, including Park Hyatt®, Grand Hyatt®, Hyatt Regency®, Hyatt®, Hyatt Vacation Club®, Hyatt Place®, Hyatt House®, Hyatt Studios, and UrCove; the Boundless Collection, including Miraval®, Alila®, Andaz®, Thompson Hotels®, Dream® Hotels, Hyatt Centric®, and Caption by Hyatt®; the Independent Collection, including The Unbound Collection by Hyatt®, Destination by Hyatt®, and JdV by Hyatt®; and the Inclusive Collection, including Impression by Secrets, Hyatt Ziva®, Hyatt Zilara®, Zoëtry® Wellness & Spa Resorts, Secrets® Resorts & Spas, Breathless Resorts & Spas®, Dreams® Resorts & Spas, Hyatt Vivid Hotels & Resorts, Alua Hotels & Resorts®, and Sunscape® Resorts & Spas. Subsidiaries of the Company operate the World of Hyatt® loyalty program, ALG Vacations®, Mr & Mrs Smith™, Unlimited Vacation Club®, Amstar DMC destination management services, and Trisept Solutions® technology services. For more information, please visit www.hyatt.com.
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MEDIA CONTACT:
Gloria Kennett
Hyatt
Gloria.Kennett@hyatt.com