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.
Hershel Sarbin & Harvey Chipkin