W Hotels is a luxury international hotel chain under ownership of Marriott International, with (as of December 31, 2018) 55 hotels in 25 countries; some of the most remarkable locations for W Hotels are: Amsterdam, Bali, Dubai, Maldives and Verbier…
W Hotels was launched in 1998 in Manhattan, New York; within the Starwood group (now called Marriott International). For a decade, W Hotels concentrated itself in the US, with its first European hotel in Istanbul in May 2008; followed by the W Barcelona in 2009, featuring a futuristic design in the shape of a sail.
W Hotels is not only distinguished for their design, but also for their hospitality concept often defined as “a favourite among millennials”, examples of this approach are the alternative names given to the different parts of the hotels; for example, lobbies are known as “Living Rooms”, the concierge is called “Whatever/ Whenever” and the valet is known as “Wheels”. W Hotels present themselves as: “W was born and raised among the chaos and culture of NYC. Today W takes that 24/7 energy worldwide, bringing the best of Music, Fashion, Design and Fuel to coveted destinations around the globe.” (Marriott, 2019)
W Hotels also support modern causes such as equality between genders: “W is dedicated to promoting equality and giving a megaphone to inspiring voices that deserve to be heard. From collaborations and celebrations to events and speaker series, we’re all about breaking boundaries and living out loud.” (Marriott, 2019)
The reason why our group picked W Hotels, is because it’s a very modern and new concept of luxury hospitality; built and managed for millennials and the new generation. We believe W Hotels aim a niche customer base and it is reflected on the services offered, structures and locations chosen.
Bibliography
Marriott. (2019). About W Hotels. Retrieved from W Hotels Worldwide: https://w-hotels.marriott.com/about/
W Hotels 