A first-of-its-kind, group-wide role
Hyatt Hotels Corporation (NYSE: H) has announced the appointment of Amar Lalvani as Chief Creative Officer, a first in the group’s history. He retains his role as President & Creative Director of the Lifestyle Group, with immediate effect.
Amar Lalvani remains a member of Hyatt’s senior leadership team and continues to report to Mark Hoplamazian, the group’s Chairman, President and Chief Executive Officer.
Making every brand more distinctive
According to Hyatt, the appointment reflects the group’s evolution towards a more insights-led, brand-focused model. The stated ambition is simple: to make each brand more distinct and give guests a clearer reason to choose it.
In his expanded role, Amar Lalvani will work across the entire global portfolio. His brief is to sharpen what each brand stands for and how it comes to life through design, experience and culture.
He will work with the group’s leaders, developers and creative teams, as well as with hotel owners. The aim is to connect brand thinking more directly to the experiences guests see, feel and remember.
Value creation at the heart of the project
For Mark Hoplamazian, the appointment is a logical extension of the transformation already under way at the group. “Amar has a rare ability to uncover what is distinctive, understand what matters to people and turn those insights into experiences and brands that resonate. As we continue to evolve Hyatt into a more brand-focused company, bringing that perspective across the enterprise is a natural next step,” he said.
The chief executive stresses the operational dimension of the approach. “Great brands are built through thousands of choices, from the buildings we create to the experiences our colleagues deliver every day. Amar will help us make decisions with greater clarity and conviction, while keeping creativity close to the teams bringing each brand to life.”
He also draws a direct link with the group’s growth. “Distinctive brands create value – they give guests a stronger reason to choose Hyatt, owners a stronger reason to invest with us, and help create the conditions for higher-quality growth.”
Analysis – By entrusting this cross-group mission to an executive with a lifestyle background, Hyatt is positioning brand differentiation as a key development argument with owners. The move comes as the group reported a record pipeline in its second-quarter 2026 results.
From Standard International to Hyatt’s Lifestyle Group
Amar Lalvani joined Hyatt in 2024 following the acquisition of Standard International. He was then named President & Creative Director of the newly established Lifestyle Group, headquartered in New York.
He brought with him the team behind The Standard and Bunkhouse Hotels, which forms the foundation of the division. Among other things, the Lifestyle Group oversees the roll-out of the group’s lifestyle brands in Europe, as illustrated by the opening of Andaz Lisbon in the Baixa district.
🔗 Read more on LTH (in French): Hyatt plans to expand its lifestyle portfolio by 30% across Europe, Africa and the Middle East over the next three years
More than 25 years building hotel brands
Over more than 25 years in hospitality, Amar Lalvani has built and scaled a number of hotel brands and concepts. Earlier in his career, he led global development for W Hotels.
He later acquired The Standard brand and founded Standard International, serving as its President before becoming Executive Chairman when Amber Asher was appointed Chief Executive. Under his leadership, The Standard grew from a small collection of hotels into a global brand.
He also broadened the company’s scope with Bunkhouse Hotels and created concepts including The StandardX and The Manner.
Amar Lalvani summed up his roadmap: “I have been moved by Hyatt’s purpose: we care for people so they can be their best. The opportunity now is to make that care more distinct, relevant and memorable through each of our brands.”
He added: “The exciting part is that Hyatt has extraordinary hotels, brands and people. Our job is now to bring greater clarity and conviction to what makes each one special, and then make that real in every detail of the experience. I’m grateful for the trust placed in me and excited to get to work.”
A portfolio of more than 1,500 properties
Headquartered in Chicago, Hyatt’s portfolio comprised more than 1,500 hotels and all-inclusive properties in 83 countries across six continents as of 30 June 2026. Its offering is organised into five groupings: the Luxury Portfolio, Lifestyle Portfolio, Inclusive Collection, Classics Portfolio and Essentials Portfolio.
The Lifestyle Portfolio includes Andaz, Thompson Hotels, The Standard, Dream Hotels, The StandardX, Breathless Resorts & Spas, JdV by Hyatt, Bunkhouse Hotels and Me and All Hotels. The group also operates the World of Hyatt loyalty programme, as well as Mr & Mrs Smith and ALG Vacations.
The appointment rounds off a series of recent governance changes at the group, following the appointment of Adam Rohman as head of the Americas region.
At a glance by The Hospitality Tribune
Hyatt names Amar Lalvani its first-ever Chief Creative Officer
Newly created enterprise role, effective immediately (September 30, 2026)
Lalvani keeps his role as President & Creative Director of Hyatt’s Lifestyle Group and reports to CEO Mark Hoplamazian
Mandate: sharpen each brand’s identity across design, experience and culture, working with developers, creative teams and owners
Joined Hyatt in 2024 via the acquisition of Standard International; former head of global development at W Hotels
Hyatt portfolio: 1,500+ hotels and all-inclusive properties in 83 countries (as of June 30, 2026)
