Andaz, Delhi
— Exclusive interview with Tristan Dowell, Global Vice President of Sales - Luxury, Lifestyle & Leisure for Hyatt Hotels Corporation
In the ever-evolving world of luxury hospitality, Andaz, part of the Hyatt Hotel Group, is an embodiment of the avant-garde spirit, redefining sophistication through imaginative and luxe experiences. In an exclusive conversation with Tristan Dowell, the Global Vice President of Sales - Luxury, Lifestyle & Leisure for Hyatt Hotels Corporation, we unravel the inspirations, missions, and dynamic evolution that propels Andaz into a league of its own.
The story of Andaz unfolds as a narrative of innovation, authenticity, and unbridled self-expression. While the brand was designed in response to the evolving preferences of travellers, it has now transformed into a worldwide symbol of unconventional luxury, carving a niche in the industry that intricately binds guests with their destinations through its inimitable style and character.
Andaz, Munich
PL: What was the inspiration behind the concept of Andaz Hotels and how was it aimed to be different from the quintessential Hyatt properties?
Tristan Dowell: The inspiration for Andaz is the belief that travel can be transformational— where who you are and who you can become is limited only by your imagination. The Andaz experience is meant to be `Inspiring, Immersive and Unscripted`. Each Andaz hotel is more than a destination. We weave the distinct sights, sounds and tastes of our surroundings into our spaces and our personality - a true multi-sensory experience. Like travel itself, Andaz hotels give the guests freedom and space to be who they are or discover who they can become, from A to Z. Each Andaz hotel stimulates the senses through local experiences. This enables guests to immerse themselves more profoundly in the destination while enjoying the distinctive guest experiences that are synonymous with the Hyatt brand.
PL: As one of the founding members, what was the collective vision or mission that drove the team to establish Andaz? What gaps or opportunities in the luxury travel market did Andaz aim to address when it was founded?
Tristan Dowell: Andaz was established with a strategic vision to redefine luxury and lifestyle hospitality. We observed a growing desire among travellers for a more immersive and personalized approach to hospitality. Moreover, travellers sought more than just opulent accommodations; they craved meaningful interactions, genuine cultural experiences, and spaces that allowed them to express their individuality. Andaz sought to address this need by offering a distinctively unique and locally rooted experience that empowered guests to authentically connect with the destinations they visited while being their unapologetic selves. In essence, Andaz was founded in harmony with Hyatt's core purpose `to care for people so they can be their best` and providing a space for those looking to find and express themselves.
Andaz, Munich
PL: Why an Indian name? We are curious to understand the decision-making process behind choosing the name 'Andaz,' which translates to 'Style' in Hindi. In what ways does the name "Andaz" reflect the ethos of the brand?
Tristan Dowell: Andaz, translated from Hindi, means “personal style.” But it means much more than that. It’s about who you are, fully. Your personal essence, your being. It’s about what makes you unique and having the freedom to pursue it. At Andaz Hotels, we see our namesake as a rallying cry. A calling to provide space for those looking to find and express their andaz, while truly embracing the authenticity and personality of the neighborhood and the locale.
PL: From the founding team's perspective, how has the Andaz brand evolved since its inception, and what factors have contributed to its growth and success? How has the brand's journey unfolded, both as an individual entity and as an integral part of the Hyatt Group?
Tristan Dowell: Since its very inception, the Andaz brand has distinguished itself by placing emphasis on immersive stays. Its success can be attributed to an innovative approach that personalized experiences to empower local cultures and individual preferences while catering to the changing desires of contemporary travellers seeking authenticity. Moreover, being a part of the larger Hyatt umbrella provided Andaz with resources, support, and a global distribution network that facilitated its expansion while upholding elevated global hospitality standards. By consistently adapting to market demands, integrating new technologies, and prioritizing guest contentment, Andaz continually redefines luxury hospitality, by fostering authentic connections between guests and their destinations.
PL: The design of Andaz hotels is often praised for its distinctive and contemporary aesthetics. Can you share the inspiration behind the design choices and how they contribute to the overall guest experience?
Tristan Dowell: The Andaz hotels are inspired by a fusion of local culture, history, and community. Each property aims to encapsulate the essence of its location by integrating elements from the neighbourhood's art, architecture, and traditions. These design choices play a pivotal role in enhancing the overall guest experience by creating an environment that shares colors and materials with their natural surroundings, without standardized hotel decor. By incorporating local influences through singular flavours, textures, sights and sounds that define a place, Andaz hotels become a true extension of their surrounding neighbourhood. Furthermore, these thoughtful design elements evoke emotions, curiosity, and a sense of exploration, ensuring a welcoming yet captivating atmosphere for guests looking to find and express themselves.
PL: What new Andaz openings can we look forward to?
Tristan Dowell: In 2024 we look forward to welcoming Andaz Doha, and Andaz Miami Beach, along with the renovation of Andaz Amsterdam Prinsengrscht. Beyond that, in 2025, the Andaz brand will debut in exciting international leisure markets including Lisbon, Turks & Caicos (marking the brand’s entry into the Caribbean) and Bangkok.
PL: Could you share a little more about the current Andaz brand campaign that is in the market?
Tristan Dowell: Andaz’s new global campaign explores how travel liberates people to be more daring, experimental and indulgent than they’d ever be in their daily lives. Andaz has always been rooted in creative expression, but this campaign evolves the brand for a new generation of consumers, who believe true luxury is unconventional, nonjudgmental, and most of all, fun. The striking visuals live up to this confident message, showing travellers exploring exciting alter-egos at Andaz properties. This comes to life on the property through new programming to challenge guests to reinvent themselves on vacation, whether they’re unleashing their inner DJ at Andaz Condesa Mexico City, getting a custom tattoo at Andaz Fifth Avenue, or transforming into a pâtissier at Andaz Vienna am Belvedere.
The brand is currently spread across 30 locations in Asia, Europe, Latin America, North America and the Middle East including the ones almost set for their debut in Doha and Miami Beach.
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