Andaz

Sub-brand

Andaz is Hyatt’s luxury lifestyle hotel brand, combining design-led hospitality with locally rooted culture, dining, and guest experiences.

Last updated October 14, 2026

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Overview

Andaz is a global luxury lifestyle hotel brand operated and developed by Hyatt Hotels Corporation. Hyatt introduced the brand in April 2007 as an answer to demand for a more personal, design-conscious, culturally specific form of luxury hospitality. The name was presented by Hyatt as meaning “personal style,” and the original concept emphasized independence, local identity, casual elegance, innovative design, and attentive service without excessive formality or theatricality. Rather than applying an identical visual template to every property, Andaz was designed to give each hotel a distinctive relationship with its city, neighborhood, landscape, and local creative culture. The first Andaz property was created through the rebranding and repositioning of London’s Great Eastern Hotel, which became Andaz London Liverpool Street after renovation. Hyatt also identified its Fifth Avenue property in New York as an early flagship for the new brand. These initial openings established Andaz’s basic model: high-end hotels in culturally significant urban or resort locations, with interiors, food and beverage programs, public spaces, and guest activities intended to express the personality of the destination. Later properties extended the concept to cities and resorts across North America, Europe, Asia, the Middle East, and Latin America. Andaz’s offer is broader than overnight accommodation. Its hotels typically combine guestrooms and suites with destination restaurants, cocktail bars, lounges, meeting and event spaces, wellness facilities, pools, spas, and locally themed programming. The brand’s public areas are designed for gathering and informal interaction, while its restaurants and bars are positioned as part of the local social and culinary scene rather than as supporting amenities for hotel guests alone. Hyatt’s current description of the brand emphasizes discovery, connection, craftsmanship, local ingredients, regional traditions, and design that translates local landscapes and heritage into contemporary hospitality. The brand’s positioning sits between conventional luxury hotels and more independent boutique or lifestyle properties. It benefits from Hyatt’s global distribution, operating infrastructure, loyalty program, and owner relationships, while attempting to preserve the individuality and cultural specificity associated with independent hotels. Andaz properties may therefore differ substantially in architecture, scale, programming, and atmosphere. Urban hotels such as Andaz London Liverpool Street, Andaz Tokyo Toranomon Hills, and Andaz Singapore serve as design-led city bases, while resort properties such as Andaz Maui at Wailea Resort, Andaz Bali, and Andaz Peninsula Papagayo Resort emphasize landscape, recreation, wellness, and destination immersion. In the 2020s, Hyatt continued expanding Andaz through new openings, conversions, and development agreements. The brand opened Andaz Miami Beach in May 2025, its first property in Florida and the first Andaz opening following the formation of Hyatt’s Lifestyle Group. The Miami property transformed the former Confidante Miami Beach into a 287-room waterfront resort with restaurants developed with José Andrés Group, pools, a spa, beach facilities, and a stronger emphasis on contemporary coastal design. Hyatt also announced Andaz Doha, Andaz Lisbon, Andaz One Bangkok, Andaz Gold Coast, Andaz Turks & Caicos at Grace Bay, Andaz Jakarta Sudirman, and other projects at different stages of development or opening. Andaz remains a Hyatt brand rather than a separately listed company. Its corporate home is Hyatt’s Chicago headquarters, and its strategic direction is influenced by Hyatt’s wider lifestyle portfolio and leadership. The brand’s current identity centers on imaginative travel, self-expression, local culture, expressive design, thoughtfully delivered food and drink, and experiences that encourage guests to explore both a destination and their own changing interests.

History

Hyatt created Andaz in 2007 during a period when international hotel groups were investing heavily in lifestyle, boutique, and design-led hospitality. The brand was announced by Global Hyatt Corporation on April 12, 2007. Hyatt described the name as meaning “personal style” and presented the concept as a response to travelers and developers seeking a form of luxury that was sophisticated but less formal, more culturally connected, and less dependent on standardized hotel conventions. The original Andaz proposition combined several ideas. Hotels would have strong architectural and interior identities, but those identities would be shaped by the character of the destination rather than imposed through a uniform global template. Service would be attentive and personalized without being overly ceremonial. Restaurants, bars, and public spaces would be designed as active parts of the local environment. Hyatt also stated that the brand would work with leading architects and designers, use locally meaningful details, and pursue environmentally responsible features such as organic food and beverage, biodegradable products, energy efficiency, and more sustainable building systems where practical. Andaz’s first major property was the former Great Eastern Hotel in London. Hyatt rebranded and repositioned the historic hotel as Andaz London Liverpool Street after renovation. The property gave the new brand an immediate presence in a prominent international city and helped demonstrate how Andaz could combine heritage architecture with contemporary design, local art, food, and social spaces. Hyatt’s Fifth Avenue property in New York was also identified from the beginning as a central launch project. Andaz 5th Avenue subsequently became one of the brand’s best-known early urban properties. During its first decade, Andaz expanded selectively rather than pursuing the largest possible number of hotels. Early growth included properties in New York, London, San Diego, West Hollywood, Shanghai, and other major destinations. This selective approach reinforced the idea that Andaz was a collection of individually expressive hotels rather than a conventional standardized chain. The brand’s properties differed in scale and physical context, but generally shared an emphasis on contemporary design, local food and drink, informal social spaces, and a sense of connection with the surrounding neighborhood. The brand later developed a broader geographic and product footprint. Urban hotels appeared in locations including Amsterdam, Prague, Singapore, Tokyo, Seoul, Delhi, Mexico City, Shenzhen, and Shanghai. Resort properties extended the concept to Maui, Bali, Costa Rica, Mayakoba, Scottsdale, and other leisure destinations. In these settings, local identity was expressed through landscape, architecture, materials, wellness, recreation, regional cuisine, and cultural programming. This expansion allowed Andaz to operate across both city and resort segments while maintaining a common emphasis on discovery and place. Andaz’s relationship with Hyatt has remained central to its development. Hyatt supplies the parent company’s global reservation infrastructure, owner and developer relationships, operating expertise, distribution, and World of Hyatt loyalty ecosystem. At the same time, the brand has been managed as part of Hyatt’s lifestyle and luxury strategy, where design, creativity, food and beverage, and local relevance are important differentiators. The result is an asset-light brand portfolio in which individual properties may be owned by third parties while operating under Hyatt management or franchise arrangements. In 2023, Andaz refreshed its marketing and visual identity through the Be Like No One’s Watching campaign. The campaign connected the brand’s long-standing emphasis on individuality with a more expressive creative direction. It promoted experiences organized around indulgence, play, and movement, and was supported by new visual materials, digital content, and property-level programming across multiple regions. The brand entered a new expansion phase in the mid-2020s. Andaz Miami Beach opened in May 2025 after the transformation of The Confidante Miami Beach. The project brought Andaz to Florida and paired the brand with a major coastal resort, José Andrés Group dining concepts, spa and beach facilities, and a contemporary design intended to reflect Miami’s relationship with the sea. Hyatt also announced or advanced projects in Doha, Lisbon, Bangkok, Jakarta, Gold Coast, and Turks & Caicos, demonstrating continued interest in new markets and in a blend of urban, resort, and mixed-use developments. Today, Andaz is best understood as Hyatt’s internationally distributed luxury lifestyle brand. Its common thread is not a fixed architectural style but a method: connect the hotel to its setting, make design and food meaningful to that setting, provide flexible and human service, and encourage guests to explore. That approach gives each property considerable individuality while allowing Andaz to operate as a recognizable global brand within Hyatt’s larger portfolio.

2025
Andaz Doha opens
[7]Hyatt Announces the Opening of Andaz Doha in Qatarnewsroom.hyatt.com
Andaz Doha opened as the brand’s first hotel in Qatar.
2025
Andaz Miami Beach opens
[6]The Andaz Brand Enriches Miami’s Coastlinenewsroom.hyatt.com
Andaz Miami Beach opened on May 5, marking Andaz’s Florida debut and its first opening after Hyatt formed its Lifestyle Group.
2025
Andaz One Bangkok opens
[8]Andaz One Bangkok Opens Its Door in Thailandnewsroom.hyatt.com
Andaz One Bangkok opened in December 2025 beside Lumphini Park as the brand’s second hotel in Thailand.
2024
Andaz Miami Beach conversion announced
[5]Hyatt to Debut the Andaz Brand in Florida With Vibrant Miami Beach Havennewsroom.hyatt.com
Hyatt announced the transformation of The Confidante Miami Beach into Andaz Miami Beach, including extensive renovations and new dining and leisure facilities.
2023
Be Like No One’s Watching campaign launched
[4]Andaz Hotels Inspire Travelers to Be Like No One’s Watchingnewsroom.hyatt.com
Andaz launched a global campaign and refreshed visual identity focused on self-expression, curiosity, and transformative travel.
2014
Hyatt relocates global headquarters to Chicago’s West Loop
[15]Hyatt relocates global headquarters to Chicago’s West Loopnewsroom.hyatt.com
Hyatt announced the relocation of its global headquarters to 150 N. Riverside Plaza in Chicago, the corporate headquarters associated with Andaz’s parent company.
2010
Andaz Delhi agreement announced
[14]Andaz Delhi agreement announcednewsroom.hyatt.com
Hyatt announced management agreements for Andaz Delhi, including a 323-room hotel and 118 Andaz-branded apartments.
2009
Andaz West Hollywood opens
[13]Andaz West Hollywood opensen.wikipedia.org
The former Hyatt West Hollywood was renovated and reopened as Andaz West Hollywood, expanding the young brand’s presence in Southern California.
2007
Andaz brand announced
[3]Global Hyatt Corporation Announces Andaznewsroom.hyatt.com
Global Hyatt Corporation announced Andaz as a new luxury global brand focused on personal style, independence, local identity, innovative design, casual elegance, and attentive service.
2007
First Andaz property established in London
[3]Global Hyatt Corporation Announces Andaznewsroom.hyatt.com
The former Great Eastern Hotel in London was selected for rebranding and repositioning as Andaz London Liverpool Street.

Products and positioning

A luxury lifestyle hospitality brand positioned around personal style, expressive design, local culture, informal luxury, and immersive destination experiences. Andaz combines Hyatt’s global operating and distribution platform with property-level individuality intended to make each hotel feel native to its surroundings.

Luxury lifestyle hotels · 2007
Andaz urban hotels
Andaz urban properties provide design-led accommodation in major cities and culturally significant neighborhoods. They commonly combine guestrooms and suites with locally inspired restaurants, cocktail bars, lounges, meeting rooms, and public areas intended for both travelers and local residents. The hotels are not designed around a single global architectural style; instead, interiors, artwork, materials, and programming are adapted to local history, creative culture, and neighborhood character. Examples include Andaz London Liverpool Street, Andaz 5th Avenue, Andaz Tokyo Toranomon Hills, Andaz Singapore, and Andaz One Bangkok.
Luxury lifestyle resorts · 2009
Andaz resort hotels
Andaz resorts extend the brand’s local-culture and design principles into leisure destinations. Depending on location, resort offerings include beaches, pools, spas, wellness facilities, water sports, landscaped grounds, restaurants, bars, and family or adult-oriented recreation. The design approach typically responds to the local landscape and regional building traditions rather than using a generic resort template. Examples include Andaz Maui at Wailea Resort, Andaz Bali, Andaz Peninsula Papagayo Resort, Andaz Scottsdale Resort & Bungalows, and Andaz Miami Beach.
Hospitality food and beverage · 2007
Andaz dining and bar concepts
Food and beverage is a central part of the Andaz proposition. Hotels generally operate restaurants, cocktail lounges, bars, cafés, private dining rooms, or other social venues shaped by regional ingredients, culinary traditions, and local dining culture. Hyatt describes these spaces as extensions of exploration, with menus, wine programs, spirit lists, and cocktail offerings intended to be culturally connected and relevant to the destination. Some properties use high-profile culinary partnerships, including the José Andrés Group concepts introduced at Andaz Miami Beach.
Cultural, wellness, and experiential hospitality · 2007
Andaz experiences and programming
Andaz hotels offer property-specific activities intended to connect guests with local culture, creative expression, wellness, food, music, design, and recreation. Programming may include cooking classes, cocktail workshops, art activities, cultural tours, fitness sessions, live music, maker encounters, and destination-based excursions. These experiences support the brand’s positioning as a platform for discovery rather than simply a place to sleep. The exact offer varies by hotel and is designed around the property’s setting and guest audience.
Meetings, events, weddings, and private functions · 2007
Andaz meetings and events
Many Andaz properties provide meeting rooms, event venues, private dining areas, wedding facilities, and spaces for corporate or social gatherings. These facilities are generally integrated with the hotel’s design language and food and beverage programs rather than treated as standardized conference infrastructure. Depending on the location, event offerings may include rooftop spaces, historic rooms, gardens, beachfront venues, private lounges, and locally themed menus. The product serves business groups, celebrations, social events, and destination gatherings.

Marketing campaigns

2025Andaz Miami Beach opening platform
United States
The opening of Andaz Miami Beach used the transformation of The Confidante Miami Beach to introduce the brand to Florida. The launch combined coastal design, resort programming, a private beach, pools, spa facilities, and culinary concepts developed with José Andrés Group.
Outcome. The property became a significant U.S. expansion point for Andaz and the first Andaz opening after Hyatt’s Lifestyle Group was formed.
Source
2023Be Like No One’s Watching
North America · Europe · Middle East · Asia
Andaz launched Be Like No One’s Watching as a global creative campaign centered on self-expression, changing identities, curiosity, and the transformative possibilities of travel. The campaign included a refreshed visual identity using expressive art, vivid colors, and freehand patterns, as well as on-property experiences organized around three themes: Indulge, Play, and Move.
Outcome. The campaign extended Andaz’s original personal-style positioning into a more contemporary and visually expressive brand platform, with experiences deployed across properties from late 2023 into 2024.
Source

Brand decisions

2025
Open Andaz Miami BeachProduct launch
Background
The completed conversion created an opportunity to introduce Andaz to one of the United States’ most prominent leisure and lifestyle markets.
Action taken
Hyatt opened a 287-room waterfront resort with 64 suites, two heated outdoor pools, a spa, private beach access, a members’ beach club, and dining concepts by José Andrés Group.
Aftermath
The opening broadened Andaz’s U.S. resort footprint and linked the brand to a high-profile culinary and coastal lifestyle destination.
Source
2025
Open Andaz One BangkokProduct launch
Background
Hyatt used the One Bangkok mixed-use development to extend Andaz’s presence in Thailand and establish a new urban lifestyle property in Bangkok.
Action taken
Andaz One Bangkok opened beside Lumphini Park with a design and location intended to connect Bangkok’s heritage, contemporary urban development, and local culture.
Aftermath
The hotel became the second Andaz property in Thailand and expanded the brand’s presence in a major Southeast Asian capital.
Source
2024
Convert The Confidante Miami Beach into Andaz Miami BeachGeneration change
Background
Hyatt and owner Sunstone Hotel Investors pursued a major renovation and repositioning of the Miami Beach property to bring the Andaz brand to Florida.
Action taken
The hotel was closed for renovation and redesigned with new guestrooms, suites, pools, recreation spaces, meeting areas, spa plans, beach facilities, and dining concepts developed with José Andrés Group.
Aftermath
Andaz Miami Beach opened on May 5, 2025, becoming the brand’s Florida debut and its first opening after the formation of Hyatt’s Lifestyle Group.
Source
2023
Refresh the Andaz identity around imaginative travel and self-expressionStrategy
Background
After more than a decade of development, Hyatt sought to modernize Andaz’s creative expression while preserving its emphasis on individuality, local culture, and discovery.
Action taken
Andaz introduced the Be Like No One’s Watching campaign, a redesigned visual identity, and a portfolio of guest experiences organized around indulgence, play, and movement.
Aftermath
The brand gained a more expressive global communications platform and used property-level experiences to connect the campaign with actual hotel stays.
Source
2007
Create Andaz as a new luxury lifestyle hotel brandProduct launch
Background
Hyatt identified demand for a luxury hotel product that felt more personal, culturally relevant, design-led, and less formal than traditional luxury hotel models.
Action taken
Hyatt launched Andaz with a brand promise built around personal style, independence, local identity, innovative design, casual elegance, and attentive service without pretension.
Aftermath
The brand began with planned properties in London and New York and subsequently expanded into a global portfolio of urban hotels and resorts.
Source

Recent events

2022-01-19
Andaz Wall Street rebranded as Hyatt Centric Wall Street New York[16]Andaz Wall Street 更名为 Hyatt Centric Wall Street New Yorkbusinesstraveller.com
Reported: 2022-01-19
Hyatt announced that it is rebranding the Andaz Wall Street hotel as Hyatt Centric Wall Street New York.

Sources16 sources

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