If time is increasingly the new benchmark of luxury, one hotel brand is working overtime to ensure guests make the most of theirs between check-in and check-out.
Hyatt’s luxe Alila brand is getting a fresh push inside the company’s broader luxury evolution. The new “A World Awaits” global campaign marks Alila’s first brand work in five years and, more importantly, introduces Alila Moments: curated, on-property experiences meant to trade box-ticking excursions for transformational connection.
Katie Johnson, vice president and global brand leader for Hyatt’s luxury portfolio, framed the move as both a brand clarification and an experience-first reset.
“The brand really is centered around community, culture, nature [and] sustainability, which is unique for Hyatt,” she said.
If you’ve tracked Alila since its Southeast Asia roots — and later its Two Roads Hospitality-turned-Hyatt era — none of this will feel off-brand. But the codifying of “Moments” gives advisors and guests a clearer product to buy (and sell) across very different geographies, from Bali and Oman to California and Shanghai.
“We created these moments, these experiences with our colleagues who live and breathe in these communities,” Johnson emphasized, noting that each Moment’s authorship is local, not corporate. “Not only do they care about the culture and what it stands for, they have a mission to care about the greater good of the world.”
The Moments roster, now live across the portfolio, leans into place with specificity. At Alila Ventana Big Sur, Coldstream Bliss pairs a guided redwood hike with breath work, intention-setting, and a river cold plunge. Alila Villas Uluwatu in Bali’s Spiritual Essence of Bali threads sacred cleansing, crafts, temple offerings, local cuisine and a sunset Kecak performance — with the ability to match guests to spiritual healers based on individual needs.
Alila Hinu Bay in Oman builds a sensorial journey around frankincense, from a custom scrub to a five-course dinner and storytelling, while Alila Shanghai’s Fragrant Path turns an urban sanctuary garden and incense tradition into programming about memory, healing and presence.
For last-minute bookers, note this isn’t a “see if there’s space tomorrow” program. Hotels need lead time to properly coordinate each Moment.
The offering arrives as Alila expands its global reach. Bringing the brand’s nature-and-culture DNA into cities or resort markets with dense competitive sets requires guardrails. Johnson acknowledged the challenge is keeping the soul intact as the brand grows into the Americas and Europe — pointing to the upcoming Alila Mayakoba, the brand’s launch pad in Latin America, as a “disruptor in a good way” that will lean on local curators to draw out Mayan culture and nature “in a way only Alila can.”
The campaign cadence also matters for Hyatt’s larger luxury story. The company has been regrouping its top-tier brands (Park Hyatt, Alila, Miraval, The Unbound Collection, and Impression by Secrets) around more distinct promises and design languages.
“We’re really doubling down on what luxury stands for at Hyatt,” Johnson said.
Alila’s contribution to that thesis is clear: smaller footprint, high intention, strong local authorship and experiences that aim to linger long after departure.
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