Hyatt has finally taken the wraps off of their new Andaz brand with the announcement of Andaz Austin, which will be located in Austin’s new East End development.  This is one of the first Andaz’s with officially announced location, estimated opening dates (2010), and architectural renderings. When Andaz was initially announced in April of 2007, there were mentions that the first hotels would be in London and New York City, with the conversion of London’s Great Eastern Hotel being the first andaz, and rumors that one Andaz will be at 75 Wall Street in New York and one Andaz “on Fifth” in Manhattan, yet except for information on HotelChatter.com nothing can be found to substantiate those rumors. (Although, in the Hyatt Press release, the two Andaz’s in Manhattan are scheduled to open in 2009)

Currently, Hyatt is booking and publicizing the Great Eastern Hotel as a regular Hyatt property – with the guise of being under lobby renovations, yet no word of its impending switch to Andaz, so it is refreshing to finally see something come of this brand..

Renderings of Andaz at East Avenue

The Andaz Austin is supposed to be a 210 room boutique hotel in the center of the East End development which is being built on the former Concordia University. Andaz at East Avenue will include both 210 hotel rooms and 150 condo units whose owners will have complete access to all of the hotels amenities – the most unique of them being a 20,000 square foot “park in the sky” which will include a pool, restaurant, cocktail bar as well as a park-like green area.

Its interesting to see how Andaz is merely a copy of Starwood’s W Hotel, as well as Barry Sternlicht’s 1 Hotel, due to its “green” traits, and a decor which is reflective of the local culture.

“Andaz was the result of extensive research which told us that both travelers and developers are looking for a high quality, boutique-inspired hotel experience that is casual and relaxed, yet characterized by consistently great service,” said Mark Hoplamazian, president and chief executive officer of Global Hyatt Corporation. “Andaz is an environmentally conscious brand, with an authentic and stylish product reflective of local culture, and a service model that is highly personal and uncomplicated.”

I’m sorry – but Hyatt didn’t need to do extensive research to figure out that travelers and developers are looking for this type of hotel – look at the popularity of Morgan’s Hotel Group, Kimpton, and W Hotels – it shouldn’t have taken extensive market research to figure this out. I hope they did not waste too much money on that research!

andrew@alconic-inc.com