Hyatt Hotels is celebrating the 45th anniversary of its flagship Park Hyatt brand with a series of global openings and the launch of its first international marketing campaign in more than five years. The campaign, “Luxury is Personal,” underscores the brand’s philosophy of personalized luxury while signaling ambitious growth across key destinations worldwide.
The Park Hyatt brand, which debuted with Park Hyatt Chicago in 1980, has become synonymous with refined design, intuitive service and culinary excellence. Hyatt said the campaign highlights how “a subtle symphony of refined details”—from scent and service to architecture and art—defines the Park Hyatt guest experience.
“The Park Hyatt campaign, Luxury is Personal, celebrates luxury not just as a grand performance, but as an intimate convergence of refined details that resonate long after the stay,” Katie Johnson, vice president and global brand leader of Hyatt’s luxury division, said in a statement. “As we celebrate 45 years of Park Hyatt hotels, we are extremely proud of the personal touch we bring to servicing our guests and members and can’t wait to breathe new life into the brand as we head into our next chapter.”
Global Expansion
The anniversary comes as Park Hyatt accelerates its presence across Europe, Africa, Asia Pacific and the Americas. Recent and upcoming openings include the following:
- Europe, Middle East & Africa: Park Hyatt Marrakech (July 2024); Park Hyatt London River Thames (October 2024), marking the brand’s U.K. debut; Park Hyatt Johannesburg (July 2025); and Park Hyatt Taormina (2027).
- Asia Pacific: Park Hyatt Kuala Lumpur (August 2025); Park Hyatt Tokyo (reopening December 2025 after a major redesign, including Girandole by Alain Ducasse); and Park Hyatt Phu Quoc (2026).
- Americas: Park Hyatt Los Cabos at Cabo del Sol (late 2025); Park Hyatt Cancun (2026); Park Hyatt Mexico City (2026); and Park Hyatt Vancouver (2026).
Each property is designed to reflect its locale, from Marrakech’s modern Arab-Berber aesthetic to Kuala Lumpur’s “home in the sky” inside Asia Pacific’s tallest skyscraper.
Hyatt’s Luxury Growth
Hyatt reported that its luxury portfolio has grown 146 percent since 2017, spanning brands such as Park Hyatt, Alila and The Unbound Collection by Hyatt. This expansion reflects sustained demand for experiences ranging from transformational wellness to culturally immersive stays.
For luxury travel advisors, the milestone signals a refreshed vision for one of the most globally recognized luxury hotel brands—with new options for clients in Europe, Asia Pacific, Africa and the Americas, as well as a brand campaign designed to resonate with travelers seeking understated, detail-driven experiences.
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