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Connecting the Hyatt Hotels and Resorts-owned Andaz brand to the east London community in which the boutique hotel is located is essential for business success, argues Andaz sales and marketing director Alvaro Bonavita.
"The Andaz concept is about being authentic to the area. We're different because we embrace the local community," he argues, adding that this is what sets the five-star hotel apart from its rivals.
Hyatt launched the Andaz brand in 2007, with its hotel in Liverpool Street the first to open. The corporation felt there was a gap in the market for high-end luxury combined with a smaller design-driven concept....