The company is to open several upscale urban hotels under the name this year, with properties already earmarked in London and New York. Further openings in other cities around the world, including Beijing and Moscow, are planned.
In London, the Hyatt-owned Great Eastern Hotel, located next to Liverpool Street station in the City, will be rebranded and repositioned under the Andaz brand name following the completion of a renovation in September.
In New York, an Andaz hotel will open at a property recently acquired by Hyatt on Fifth Avenue.
The Andaz brand will place a strong emphasis on establishing its green credentials. Each hotel will feature a restaurant serving organic food and drink, use biodegradable products and focus on energy efficiency.
Properties constructed specifically for use by the chain will use ecologically friendly building materials.
Hyatt has not yet drawn up any specific marketing plans to promote the chain.
The company operates 725 hotels and resorts across more than 44 countries. Its brands include Park Hyatt, Grand Hyatt, Hyatt Regency and Hyatt Resorts. The launch of the Andaz brand is part of ongoing global expansion plans by the group.
This article was first published on Marketing