“Luxury is Personal.” That’s Park Hyatt’s new global campaign.

And in 2025, it’s akin to declaring that water is wet.

This isn’t strategy. It’s nostalgia.

Personalization has been the vocabulary of luxury for decades. It’s the language every serious brand has already spoken, scaled, and saturated. From boutique houses to global icons, the concept has been polished so thoroughly it’s lost its edge.

So when Hyatt presents it as revelation, it doesn’t feel visionary. It feels like déjà vu.

Luxury has always been personal.

The question isn’t whether you personalize: it’s what your personalization means and what it costs you to make it real.

Hyatt never answers that in this campaign.

It confuses intimacy with insight, mistaking sentiment for strategy.

It describes the texture of luxury: scent, art, grace, service — but never defines the doctrine that gives those details distinctive weight.

Craft without creed. The poetry of refinement without the architecture of conviction.

Look, I am a fan of the Park Hyatt, but this left me scratching my head.

In my view, modern luxury must begin with a refusal. A cost.

It’s the belief system that says: this is what we protect, even when it’s inconvenient.

Hyatt has none of that with this new campaign. No refusal. No friction. No cost.

It’s promising intimacy while chasing scale: a paradox that most brands can’t sustain. To scale “personal,” you need a governing framework that preserves individuality within growth. This is a discipline most never build.

We’ve seen firsthand how rare it is to maintain emotional precision at enterprise scale. It requires structure, ritual, and restraint.

And in an era where personalization has become infrastructure, “Luxury is Personal” feels almost absurd.

Real leadership in luxury now is about irreplaceability, not just intimacy.

About what you refuse to scale. About the edges you defend and the meaning you’re willing to pay to preserve.

Hyatt could have defined that frontier. Instead, it gave us the linguistic equivalent of a warm towel: pleasant, polished, and forgettable.

So yes, luxury is personal.

But that’s not positioning.

That’s the baseline.

And in this era, stating the obvious isn’t elegance. It’s evidence of how far behind you’ve fallen. For a storied brand, I expected so much more from a campaign five years in the making.