Alila Unveils ‘A World Awaits’ Campaign, Anchored by New Alila Moments Experiences
From redwood plunges to frankincense rituals, Alila Moments turn local immersion into signature brand offerings.
Photo: Courtesy of Ventana Big Sur
Alila has launched its first global campaign in five years, underscoring the Hyatt-owned brand’s intent to focus on immersive, place-based experiences. Titled “A World Awaits,” the initiative introduces Alila Moments, a standardized collection of experiences across the portfolio’s 18 properties, each designed to deepen cultural, environmental, and spiritual engagement.
The rollout elevates what had previously been locally driven activities into a unified brand platform. At Ventana Big Sur, guests can now book a guided hike through redwoods that culminates in breathwork and a river cold plunge. At Fort Bishangarh in Rajasthan, a day of pottery and jewelry making with artisans ends with an Ayurvedic head and shoulder massage. In Oman, a frankincense ritual expands from spa to table with a five-course dinner and storytelling led by a local expert. Each is intentionally framed not as an add-on, but as an authored experience designed to linger long after the stay.
This is meant as both a creative refresh and a business tool for the brand. By codifying Moments, Alila can differentiate its programming in a crowded wellness space while also giving properties a clearer structure for packaging and marketing experiences. With travel demand increasingly shaped by emotional and transformative narratives, the campaign reframes Alila as a brand that doesn’t just borrow from its surroundings but interprets them.
Katie Johnson, Hyatt’s vice president and global brand leader for luxury, positioned the launch as a return to core values: “True luxury is the art of connection,” she wrote in a LinkedIn post announcing the campaign, highlighting discovery of both place and self as its through line. The messaging aligns neatly with Hyatt’s broader push to define each luxury sub-brand through purpose-led storytelling rather than just design cues.
The timing also matters. Alila’s footprint is expanding beyond its Asian strongholds: Alila Dong’ao Island Zhuhai opened earlier this year on China’s southern coast, and Alila Mayakoba in Mexico is slated for late 2025, marking the brand’s Latin America debut. Launching a recognizable framework for on-property experiences now provides a scalable template as new resorts come online.
In practice, the new campaign offers Alila infrastructure for turning sustainability, wellness, and cultural immersion into bookable products, positioning the brand to compete in an era where high-net-worth travelers measure luxury less by thread count and more by meaning.
