Hyatt Hotels Corporation has unveiled a bold new global campaign for its luxury brand Alila, marking the brand’s first major creative initiative in five years. Titled “A World Awaits,” the campaign invites travellers to explore not only the world around them, but the world within, through immersive experiences that celebrate culture, nature, and personal transformation.
At the heart of the campaign is the launch of Alila Moments, a curated collection of exclusive guest experiences available across Alila’s global portfolio. These experiences are designed to foster meaningful connections between guests and their surroundings, rooted in local wisdom, environmental awareness, and holistic wellbeing.
“A World Awaits” is a visual and narrative journey that juxtaposes the vast beauty of Alila destinations with intimate moments of mindfulness and immersion. It reflects the brand’s belief that the most powerful journeys are those that awaken a deeper sense of presence and purpose.
“This campaign reinforces our commitment to the luxury traveller who cherishes every step they take, believes in moments of wonder large and small, and cares about the planet as much as themselves,” said Katie Johnson, Vice President and Global Brand Leader for Hyatt’s Luxury Portfolio.
Alila Moments span a wide range of themes, from spiritual rituals and artisanal heritage to sensory experiences and nature-based wellness. Guests might find themselves taking a cold plunge in a Big Sur river, crafting pottery in Rajasthan, blending incense in Shanghai, or exploring the sacred symbolism of frankincense in Oman. Each experience is thoughtfully designed to reflect the unique spirit of its destination and leave a lasting impact long after check-out.
The campaign also coincides with Alila’s continued global expansion. The brand currently operates in 18 awe-inspiring locations across Indonesia, Maldives, Oman, India, China, Malaysia, and California. Its newest property, Alila Dong’ao Island Zhuhai, is a luxury all-suite clifftop resort overlooking the South China Sea. Later this year, Alila Mayakoba will open in Mexico’s Riviera Maya, marking the brand’s debut in Latin America.
Known for its commitment to serenity, sustainability, and cultural immersion, Alila continues to redefine luxury hospitality by placing human connection and environmental consciousness at the centre of the guest experience.
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