Dive Brief:
- Hyatt’s luxury lifestyle hotel brand Andaz unveiled the creative campaign “Be Like No One’s Watching,” aimed at “encouraging imaginative travel through distinct, local experiences,” Hyatt announced Monday.
- Through the campaign, Andaz guests at the brand’s 29 global properties will have access to unique experiences, including opportunities to “indulge” in local cuisine, “play” with creative activities and “move” their bodies through various wellness offerings. The campaign started this month and will run through 2024.
- Hyatt’s Andaz brand is the latest in a slew of luxury lifestyle hotels prioritizing experiential offerings as leisure travelers increasingly seek unique things to do while on vacation.
Dive Insight:
“Be Like No One’s Watching” is geared toward travelers and lifestyle enthusiasts interested in creative expression, design, art and luxury goods, according to Kenneth Villamil, vice president, product and brand development for Hyatt’s lifestyle and luxury brands.
The campaign focuses on three main experience categories: indulge, play and move. Andaz guests can “indulge” in culinary, mixology and self-pampering moments; “play” through music or games; and “move” with dance, fitness, sports and wellbeing experiences, Hyatt detailed in its announcement.
The experiences offered are property-specific across the Andaz portfolio. At Andaz Scottsdale, guests can work with mixologists who teach the art of cocktail-making using herbs grown in the property’s organic garden. Guests can also take a pasta-making class.
The Andaz Fifth Avenue hotel in New York City will focus on the play component of the campaign, offering guests access to an on-site tattoo studio where they can work with an artist to create a custom design and get a discounted tattoo.
Hyatt is promoting the campaign through a series of creative visuals and video shorts that “reimagine” the Andaz brand identity and reflect Andaz properties’ ability to “create a space for travelers to challenge their boundaries,” Hyatt said. The campaign artwork will be featured in international markets, including throughout North America.
The campaign comes as leisure travelers are increasingly seeking experience-based trips, Crystal Vinisse Thomas, vice president and global brand leader of Hyatt’s lifestyle and luxury brands, noted.
“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,” she said in a statement.
Other hotel brands, particularly in the growing luxury lifestyle segment, have also started offering more on-site experiences.
Others have opened properties in top experiential destinations across the country, including Choice Hotels’ Cambria brand, which expanded to Colorado’s Copper Mountain ski town in July. Similarly, global lifestyle brand Margaritaville will open its first ski destination resort in Lake Tahoe in an effort to offer year-round outdoor recreational activities to leisure travelers.
And in September, Chicago-based Waterton launched the outdoor-centric hotel brand Outbound Hotels.