How Hyatt’s Lifestyle Chief Does a ‘Portfolio Cleanup’

Key Points

• Hyatt's acquisition of Standard International led Amar Lalvani to overhaul the company's lifestyle brand strategy and perform a 'portfolio cleanup' to ensure quality and alignment.
• Lalvani emphasizes psychographics and guest 'taste' over traditional demographics, leading to more distinctive and brand-led hotel concepts like The Manner.
• Hyatt reorganized its brand groups, relocated its lifestyle division, and is targeting growth in emerging markets like India, with a significant pipeline of new hotels.

Summary

Following Hyatt's $335 million acquisition of Standard International, Amar Lalvani has implemented a 'portfolio cleanup,' focusing on ensuring each property meets high standards and aligns with a clear brand vision. Lalvani's approach shifts away from traditional demographic targeting to focus on psychographics and guest 'taste,' resulting in more distinctive brands such as The Manner, which offers a discreet, residential feel. The acquisition prompted a reorganization within Hyatt, with the lifestyle group now based in creative hubs and targeting significant growth, particularly in emerging markets like India.