A personal symphony of luxury: Park Hyatt expands globally and unveils campaign inspired by refined details
(NEWS) CHICAGO, 2025-Sep-29 — /Travel PR News/ — Hyatt Hotels Corporation has unveiled a new chapter for its Park Hyatt brand as it celebrates its 45th anniversary in 2025 with the launch of a global campaign titled Luxury is Personal. Since its beginnings with Park Hyatt Chicago in 1980, the brand has become synonymous with understated luxury, refined design, and personalized service. The new campaign, the first global initiative in more than five years, highlights Park Hyatt’s dedication to details that enrich every guest experience, from curated scents and art to culinary craftsmanship and intuitive service.
Park Hyatt’s Luxury is Personal campaign also reflects a broader trend in luxury hospitality, where leading brands are using creative storytelling to redefine modern luxury. For example, Fairmont Hotels & Resorts recently launched its global Make Special Happen campaign, showcasing curated experiences designed to resonate emotionally with guests and highlight the importance of meaningful details in luxury stays. Together, these initiatives underscore how today’s top hotel groups are shifting focus from traditional displays of opulence to deeply personal and memorable guest experiences.
The milestone comes alongside a wave of global openings that reinforce Park Hyatt’s commitment to sought-after destinations and thoughtful luxury. Recent additions include Park Hyatt Marrakech and Park Hyatt London River Thames, while the brand is expanding further with properties such as Park Hyatt Johannesburg and Park Hyatt Kuala Lumpur. The reopening of Park Hyatt Tokyo, following an extensive refinement led in collaboration with Ducasse Paris Group, is among the most anticipated moments of 2025. New developments in Los Cabos, Phu Quoc, Cancun, Mexico City, and Vancouver will further extend the brand’s reach, offering immersive stays that balance modern design with cultural resonance.
Katie Johnson, Vice President & Global Brand Leader for Luxury at Hyatt, emphasized that Luxury is Personal is more than a campaign—it reflects a philosophy. “Luxury is not just a grand performance, but an intimate convergence of refined details that resonate long after the stay,” she said. “As we celebrate 45 years of Park Hyatt hotels, we are proud of the personal touch we bring to every guest and excited for what lies ahead.”
The expansion underscores Hyatt’s broader growth across its luxury portfolio, which has surged by 146 percent since 2017. With Park Hyatt at the forefront, alongside brands such as Alila and The Unbound Collection by Hyatt, the company continues to meet demand for transformative, culturally rich, and design-driven hospitality worldwide.
