Hotel Brands – Andaz

Hyatt Hotels announced its newest brand “Andaz” yesterday with a view to focussing on “personal style and independence, the new brand will offer a highly functional environment characterized by sophistication, innovative design, local identity, casual elegance and service that is attentive but not pretentious and without ‘attitude’”. While the word is supposedly derived from Hindustani (from India) and means “personal style”, it helps when launching a new brand in this internet age to begin with the letter A. A marquee name like Hyatt needs no lessons on brand launching particularly in a robust hospitality climate like today but the brand appears to promise a melange of intangibles that may well be difficult to sustain – only time will tell.

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Vijay Dandapani

Co-founder and president of a New York based hotel company for 24 years. Grew the firm to five hotels in Manhattan and also developed a greenfield project at MacArthur airport, New York. Speaker at numerous prestigious forums including Economy Hotels World Asia, Lodging Conference, NYU, Columbia University Real Estate Roundtable, Baruch College's Zicklin School and ALIS. President and ceo of New York City Hotel Association since January 2017.