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From Mr. & Mrs. Smith to Hyatt Luxury, Tamara Lohan on Brand Strategy and Expansion

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From Mr. & Mrs. Smith to Hyatt Luxury, Tamara Lohan on Brand Strategy and Expansion

Lohan talks to WWD about taking the reins as global brand leader of Hyatt’s luxury portfolio and unique concepts like Japanese ryokans and Arabian retreats.

A lot has changed since Hyatt Hotels Corporation was founded near Los Angeles International Airport in 1957. Today, the group operates more than 1,500 hotels and all-inclusive resorts across the globe, from the streets of Paris to Oman’s Al Hajar Mountains. Within this vast network lie hidden gems: Arabian retreats, Japanese ryokans, and even a Florentine palace adorned with frescoes dating back to Dante Alighieri’s era. Yet, as global as Hyatt’s footprint may be, many of these distinctive properties remain under the radar. Tamara Lohan, appointed global brand leader — luxury at Hyatt in December 2025, is determined to change that.

Lohan isn’t your typical corporate hire. Together with her husband, James, she cofounded boutique hotel travel club Mr. & Mrs. Smith, which dawned in the early 2000s and opened a new world of little-known destinations to the well-heeled traveler and romantic wanderlust.

The advent of Mr. & Mrs. Smith contributed to a growing evolution, in which smaller industry players turned their homes into hospitality destinations and in turn, hospitality firms sought to make their destinations feel even more like home.

In 2023 Mr. & Mrs. 5 million and was bought by Hyatt Hotels Corporation. When Lohan was hired by Hyatt, she was tasked with propelling Hyatt’s very diverse luxury collection of brands, each with their own distinct identity: Park Hyatt, Alila, a resort banner; Miraval, a retreat banner; Impressions, adults-only havens, and The Unbound Collection of distinct properties steeped in history.


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