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Andaz, Another New Hyatt Brand

We highlighted a report last week that hotel chains had launched 24 new brands in the past 24 months, but Hyatt doesn't want to slow down the pace. They just announced the launch of new brand Andaz, with the first opening slated for this September in London. Another Andaz brand will open across from New York's Public Library on Fifth Avenue but no opening date has been set.

It seems Andaz is another case of out with the old (that's the Great Eastern Hotel atrium pictured here) and in with the new--some word that they say means "personal style."

Have you just yearned for a hotel that is not quite a Hyatt and not quite a Park Hyatt? To the marketing consultants who live and breathe this kind of thing, apparently those two brands are like ebony and ivory. They saw vast white space on their charts that needed to be filled in:

Hyatt is calling the Andaz brand an unpretentious upscale alternative focusing on "casual elegance" and "local identity," which it is positioning in between its Park Hyatt and Hyatt Hotel brands. CEO Mark Hoplamazian said in a statement that Hyatt's "worldwide customer base is looking for fresh, uncomplicated luxury that is timeless and gimmick free."

We've got to hand it to a corporate communications department that can put a new brand called "Andaz" and the words "gimmick free" in the same press release while still keeping a straight face.

[Photo: mole-volio]

Related Stories:
· Hyatt Unveils Luxury Brand With New York, London Plans [BTN Online]
· You're staying where? Hotel Chains launch 24 new brands [HotelChatter]