W to reinvigorate North American properties

8th Jun 2012
W to reinvigorate North American properties

W Hotels Worldwide are planning reinvigorate more than 10 of its hotel properties across North America within the next 18 months.

The renovations, which vary by hotel, are slated to include cutting-edge updates to public spaces, new signature bar and restaurant concepts, and stylish revamps to guestrooms, enhancing the W portfolio overall for both its jet set travelers and locals alike.

The ambitious renovation schedule is focused on many of the W brand’s early hotels in key markets such as New York City, Seattle, Chicago, New Orleans, and Los Angeles, among others.

“When W Hotels launched in 1998, it quickly redefined the space and continued to transform the traditional hotel experience as we entered new markets across North America,” said Carlos Becil, Vice President of Brand Management, Starwood’s Luxury and Design Brands, North America division. “As W evolves from a U.S. phenomenon into a global design powerhouse, we are committed to fueling the innovation within our existing portfolio to create a consistent, cutting-edge experience for our guests.”

Charged with further connecting hotel design to local contextual insights, W Hotels has engaged some of the industry’s brightest rising visionaries to collaborate with the W brand’s award-winning design team to transform various spaces within each of the hotels. In particular, many of the renovations focus on the Living Room (W’s take on the traditional hotel lobby), which is a key element to the W experience, offering a place for guests to mix and mingle over cocktails and pulsating music. Upgrades to these public areas, as well as the debut of new bar and restaurant concepts, allow for W to enhance the overall guest experience while also drawing in locals.



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