Hyatt Wants to Build a Brand That Starts in India. That's Either Brilliant or Brand Theater.
Hyatt is developing an India-first hotel brand modeled on its Japan-born Atona concept, betting that a country with 1.4 billion people and only 20 million annual visitors is the most under-hoteled opportunity on the planet. The question is whether "uniquely Indian" translates to a real operating model or just a really beautiful mood board.