There was a time when Indian hotels and restaurants used to be named after big names in British hospitality: Claridges, Lyons, and so on. Now, in a reversal of roles, Global Hyatt Corporation (GHC) has given the brand name 'Andaz' (meaning personal style in Hindi/Urdu) to its new chain.
Hyatt chose the name because, according to their press release, they want the new hotels to be "not pretentious and without attitude," offering "a highly functional environment characterized by sophistication, innovative design, local identity and casual elegance".
"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," GHC President and CEO Mark Hoplamazian was quoted as saying.
"This worldwide customer base is looking for fresh, uncomplicated luxury that is timeless and 'gimmick' free."
To begin with, Hyatt Andaz is the name given to the renovated Great Eastern Hotel in London 's financial district opening later this year. This will be followed in 2008 by a second Andaz in New York at 75 Wall Street and a third, in 2009, on Fifth Avenue near New York Public Library.
Hyatt is also set to launch two new properties under the Andaz brand in Dubai and Abu Dhabi within the next two years, said Allan Edgar, Hyatt International Hotel and Resorts' vice-president for marketing. There are also plans to open Andaz hotels in Beijing and Mascow.
GHC runs over 735 hotels and resorts (over 136,000 rooms) in more than 44 countries. It is owned by the wealthy Pritzker family of Chicago, the city that serves as it corporate office.