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Park Hyatt Redefines Luxury Through Personalization

The year 2025 marks an exciting chapter for the world’s leading hotel brands, with global campaigns from names like Marriott and The Ritz-Carlton celebrating heritage and brand legacy. Among them, Park Hyatt stands out with its international campaign “Luxury Is Personal,” launched to commemorate the brand’s 45 years of expansion across the globe. The campaign positions personalization as the new benchmark of luxury in contemporary travel.

Reflecting the refined spirit of luxury hospitality, Park Hyatt’s campaign highlights how deeply individualized experiences can elevate the notion of sophistication. Since its founding in Chicago in 1980, Park Hyatt has become synonymous with elegant architecture, curated art, and exquisite culinary experiences. Every element of a Park Hyatt stay—from scent and design to atmosphere and detail—embodies a tailored sense of place and emotion.

“Luxury Is Personal” celebrates the quiet elegance and intimacy that define Park Hyatt. Each destination is infused with its own cultural identity, following the brand’s expansion into emerging markets between 2024 and 2027. This includes Park Hyatt Johannesburg in 2025, Park Hyatt Kuala Lumpur in 2025, Park Hyatt Tokyo reopening in December 2025 after a full redesign by Alain Ducasse’s Girandole, Park Hyatt Phu Quoc in 2026 with Northern Vietnamese-inspired architecture, and Park Hyatt Taormina in 2027 overlooking the Mediterranean. Each property weaves local heritage into its concept, from mountaintop retreats to urban landmarks.

The campaign arrives as part of Hyatt’s growing investment in its luxury portfolio, which has increased by 146 percent since 2017. The collection includes Park Hyatt, Alila, and The Unbound Collection by Hyatt, reflecting the strong rise in global demand for high-end travel, particularly in the Asia-Pacific region. Today’s luxury travelers seek experiences that combine cultural depth, sustainability, wellness, and gastronomy, and Park Hyatt’s narrative embraces all these dimensions.

Through cinematic black-and-white visuals and short films, the campaign captures intimate moments that define true luxury: sipping a handcrafted cup of matcha, attending a private piano recital, or enjoying an exclusive visit to New York’s MoMA. Each scene reflects how Park Hyatt’s identity is shaped not by opulence, but by emotion, detail, and personal connection.

At the heart of “Luxury Is Personal” lies the brand’s philosophy that every guest experience should feel individually designed. Across design, art, cuisine, and service, every touchpoint at Park Hyatt tells a story of refinement and authenticity. Guests are invited into a world where hospitality becomes an art form, and luxury is no longer a statement of wealth, but of meaning and personal expression.