Andaz Wall Street: Responding to the New Luxury Customer
Andaz, the new "boutique luxury brand" from Hyatt, recently opened its fourth hotel in the heart of Wall Street. A visit to the hotel on its opening day revealed a product that seems to fit with many of the themes that LT360 has been espousing: sensible comfort, a strong emphasis on value, a strong focus on the customer experience.
Following a tour of the hotel and interviews with the hotel management team, here's why Andaz seems to be living up to those criteria:
Glitz Gone: The décor is elegant but simple in both interiors and public spaces. Some may not like it but no carpeting in the guest rooms.
Enter Intimacy and Inclusivity: Andaz, according to its mission statement, aims for "inclusivity and interactivity" That means no check-in desks; instead hosts take guests through a streamlined arrival process and right to their rooms.
No Nickel and Diming: All complimentary: non-alcoholic mini-bar beverages and snacks; WiFi throughout; and local calls.
Affordable Restaurant: Wall & Water, the hotel's restaurant, keeps up with the trends in serving locally sourced and seasonal food. But menu prices are far from stratospheric for Manhattan.
Relaxed Lobby: The lobby is geared to
old-fashioned hotel lobby bustle, not the hush of a "luxury" hotel. In a
corner of the Andaz Lounge is a casual "come-and-go" area - complete with
bakery ovens -- for coffee and pastries in the morning; and wine and light
snacks in the evening.
Express Massage: The Spa will feature express (and less expensive)
treatments in 15 or 30-minute segments to keep prices down and be appealing to
busy Wall Street executives. The express treatments also include a suit press
and shoeshine; and guests may order a takeout lunch
Meet The Chef: For meeting attendees the Andaz Studio is a communal
kitchen where chefs create fresh meals while interacting with guests during meeting
breaks or meals.
Andaz
will open another property right across the street from the New York Public
Library on Fifth Avenue this spring. Jonathan Frolich, the general manager, told
us it will be more of the same - a warm welcome; an emphasis on comfort; an
emphasis on the personal.
Andaz:
an unfamiliar word (it means personal style in Hindi) for what may become a
familiar style of luxury.
Editors Note--What it all adds up to, Andaz Execs say,
is that Andaz feels accessible to people who are well off-affluent, that
is-who aren't looking to show off. A rich experience -but never opulent.
Ipsos Mendelsohn and American Express Publishing-Harrison Group OfferFreshInsight on Consumer Behavior in 2010
According to new studies from two blue-chip research sources, Ipsos Mendelsohn and American Express Publishing - the affluent are not only ready to travel -- they are frequently going to spend more on it. While the Ipsos study focused on intent and American Express Publishing on mindset, they both point to a surge in affluents taking to the road (Amex sees an increase of 6 to 8% in spending on all luxury categories).Interestingly, both studies agree on a positive attitude despite lingering concerns about the economy. Here's a look at the highlights of both 2010 studies.
LuxuryTravel 360 has long looked to the affluent as a burgeoning market in business and leisure travel, fueling growth in more affordable, common sense luxury - less glitz and glamour, but ready to pay extra for memorable family experiences and genuine local culture.
Resource Center 
Andaz, the new "boutique luxury brand" from Hyatt, recently opened its fourth hotel in the heart of Wall Street. A visit to the hotel on its opening day revealed a product that seems to fit with many of the themes that LT360 has been espousing: sensible comfort, a strong emphasis on value, a strong focus on the customer experience.
