Hyatt Hotels Corporation has unveiled a new global campaign for its luxury brand Alila, designed to invite travellers to explore not only new destinations but also deeper personal journeys.
The campaign, titled “A World Awaits,” highlights immersive guest experiences called Alila Moments, crafted to connect visitors with local culture, tradition, and nature.
A focus on immersion and connection
Hyatt describes the campaign as a reflection of how travel can be both outward and inward. Guests are encouraged to “experience place with presence,” pairing the beauty of Alila’s natural settings with intimate, mindful activities.
The campaign imagery juxtaposes sweeping landscapes with private moments of reflection, aiming to capture what Hyatt calls “the emotional reasons behind travel.”
Katie Johnson, vice president and global brand leader for Hyatt’s luxury portfolio, said:
“A World Awaits is a pivotal campaign for the Alila brand, reinforcing its 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.”
Alila Moments unveiled
At the centre of the campaign are Alila Moments—bespoke activities exclusive to Alila guests across its global portfolio. These experiences combine cultural immersion, environmental awareness, and wellness practices, curated to leave a lasting impression beyond check-out.
Highlights include:
- Alila Ventana Big Sur, California – A ritual combining hiking through redwoods, breathwork, and a river cold plunge.
- Alila Fort Bishangarh, India – A journey into Rajasthan’s artisanal traditions, including pottery and bangles, followed by an Ayurvedic massage.
- Alila Villas Uluwatu, Bali – A spiritual immersion with temple offerings, local cuisine, and a sunset Kecak performance.
- Alila Hinu Bay, Oman – A frankincense-inspired experience blending spa rituals, dining, and storytelling.
- Alila Shanghai, China – A journey into incense-making, meditation, and scent memory.
These activities, Hyatt says, are designed to foster “transformational connections” between guests, communities, and local heritage.
A growing global presence
Alila currently operates in 18 destinations, including Indonesia, the Maldives, Oman, India, China, Malaysia, and California. The latest addition is Alila Dong’ao Island Zhuhai in China, a clifftop resort overlooking the South China Sea.
Looking ahead, Alila Mayakoba will open in late 2025, becoming the brand’s first property in Latin America.
A brand rooted in wellness and sustainability
Alila has long positioned itself as a luxury brand grounded in discovery, serenity, and cultural respect. Environmental awareness and wellness are central themes, reflected in both property design and curated guest experiences.
With A World Awaits, Hyatt is seeking to reaffirm Alila’s role in the competitive luxury market by appealing to travellers seeking more than leisure—those who value personal growth, cultural depth, and sustainability in their journeys.
The campaign represents Hyatt’s broader strategy of elevating its luxury portfolio to meet shifting expectations of global travellers.
