Hyatt has appointed Amar Lalvani as its first chief creative officer, adding a new group-level creative role as the hotel company continues to expand its lifestyle and luxury portfolio.
Lalvani will hold the role alongside his existing position as president and creative director of Hyatt’s lifestyle group, following the company’s acquisition of Standard International.
The appointment gives Hyatt a senior executive focused on brand identity, design, cultural programming and guest experience across a portfolio that has become increasingly important to major hotel groups competing for younger and higher-spending travellers.
Lalvani is closely associated with The Standard, Bunkhouse Hotels and other lifestyle hospitality brands, where design-led hotels, food and beverage, music and local cultural programming have formed a central part of the proposition.
Hyatt has been building its lifestyle platform in recent years, as large hotel groups seek to capture demand from travellers looking for hotels that combine accommodation with restaurants, nightlife, wellness and destination-led experiences.
The move places creative leadership closer to Hyatt’s global growth strategy at a time when lifestyle hospitality has become one of the sector’s most competitive segments.