Park Hyatt Marks 45 Years with Fresh Openings and a Return to the Global Stage
Hyatt’s flagship luxury brand celebrates its 45th anniversary with a new global campaign and a wave of high-profile openings from Johannesburg to Los Cabos.
Photo: Courtesy of Hyatt
Hyatt is using the 45th anniversary of its flagship luxury brand, Park Hyatt, to reassert its place in the competitive upper tier of hospitality. Alongside the launch of a new global marketing campaign, “Luxury Is Personal,” the brand is moving into some of the world’s most high-profile markets with a slate of recent and forthcoming openings.
The campaign—the first Park Hyatt has produced in more than five years—leans on the idea that luxury is found in details, from the scent of a lobby to the way a room is arranged. Hyatt says the effort is meant to capture a “subtle symphony” of service, design, cuisine and atmosphere, but its timing signals more than brand philosophy. After a decade of breakneck growth across Hyatt’s luxury portfolio, Park Hyatt is being positioned as the most polished expression of the company’s ambitions.
On the ground, that means new flags in strategically chosen locations. Park Hyatt Johannesburg opened this summer with just 31 rooms in the city’s Rosebank district, emphasizing a residential scale over sheer size. In Kuala Lumpur, the brand claimed floors 75 to 114 of Merdeka 118—the tallest tower in Asia Pacific—while Park Hyatt Los Cabos, opening late next year, promises one of the region’s most expansive wellness complexes. Tokyo’s Park Hyatt, which closed in 2024 for an extensive refresh, will reopen this December with redesigned guest rooms and dining by Alain Ducasse.
Looking beyond this year, new properties are on the way in Phu Quoc, Vancouver, Taormina, Cancun, and Mexico City. In Sicily, the forthcoming Park Hyatt Taormina will sit on the cliffs above the Ionian Sea with direct views of Mount Etna, offering a mix of Italian heritage and contemporary design.
The repositioning comes as Hyatt notes its luxury portfolio has grown by 146 percent since 2017, with Park Hyatt serving as the standard-bearer alongside Alila and The Unbound Collection. It’s a crowded field, with competitors from LVMH’s Cheval Blanc to Aman emphasizing similar ideas of bespoke, design-led service. By relaunching Park Hyatt with a campaign that emphasizes personalization over scale, Hyatt is seeking to sharpen the distinction.
“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,” said Katie Johnson, Hyatt’s vice president and global brand leader for luxury. The anniversary year, then, isn’t just about nostalgia—it’s a bid to make sure Park Hyatt holds its ground among the most influential names in luxury hospitality.
