Note sure if this ZILARA is related to Yattit that Hyatt had few years back (some sort of Hyatt’s website for social sharing & tips about locations that must have been yanked by now).
Anyway, Hyatt just filed for a trademark application for this ZILARA. It doesn’t necessarily mean that anything will come out of this, but likely they have something planned.
Almost sounds like the Spanish clothing chain ZARA that has quite a few stores all over the world.
Maybe there is ZILARA restaurant coming to a Hyatt near you? What else could this name stand for?