In the hotel industry, hotels such as the Andaz are called "lifestyle" hotels. If you Google "lifestyle hotel" you'll find lots of vague definitions from the industry about it being a blend of artsy living areas with things customized to your preferences. It's basically similar to boutique but with a particular lifestyle or demographic in mind that each hotel then caters to. The hotels in the Morgans, Kimpton and Joie de Vivre chains are all considered lifestyle hotels.
Here's Hyatt's definition of what an Andaz is (and Hyatt does categorize Andaz as "lifestyle").
Global in scale while local in perspective, Andaz delivers an innovative hospitality experience blending personal preferences with attentive and uncomplicated service. This unique collection of hotels reflects the personality of each locale, and is dedicated to creating natural and vibrant living spaces where travelers can indulge in their own personal sense of comfort and style.
After staying at three different Andaz hotels, I would say each definitely has a different approach/target audience, with some commonalities in what is offered across the brand.