Fri. May 24th, 2024

W Hotels are known for their luxurious and stylish accommodations, but many people wonder about their relationship with Marriott International. In this article, we will explore the ins and outs of the partnership between W Hotels and Marriott, and provide a clear understanding of how these two hospitality giants work together. From their history of collaboration to their shared loyalty programs, we will uncover the ins and outs of this dynamic duo and how they continue to redefine the world of luxury travel.

History of W Hotels

Origins and Founding

Vision of Founders

The vision of the founders of W Hotels was to create a hotel brand that would cater to the needs of a new generation of travelers who were looking for a more modern and stylish experience. They wanted to create a hotel brand that would be known for its cutting-edge design, luxurious amenities, and innovative approach to hospitality.

Early Success

W Hotels was founded in 1998 by Starwood Hotels & Resorts, which was later acquired by Marriott International in 2016. The brand’s first hotel, W New York – Times Square, opened in 1999 and quickly became a hit among travelers and locals alike. The hotel’s unique design, which featured a mix of contemporary art and high-tech amenities, set it apart from other hotels in the area and helped to establish the brand’s reputation for innovation and style.

In the years that followed, W Hotels expanded rapidly, with new hotels opening in cities around the world. The brand’s success was due in part to its ability to attract young, trend-setting guests who were looking for a more sophisticated and exciting travel experience. W Hotels also gained a reputation for its innovative marketing campaigns, which often featured celebrity endorsements and cutting-edge technology.

Overall, the early success of W Hotels was due to its founders’ vision of creating a hotel brand that would appeal to a new generation of travelers who were looking for something different from the traditional hotel experience. The brand’s focus on design, technology, and innovation helped to set it apart from its competitors and establish it as a leader in the luxury hotel industry.

Acquisition by Marriott International

Background of the Acquisition

In 1995, W Hotels was founded by the Adler Group and Invesco as a lifestyle hotel brand. The brand quickly gained popularity for its innovative design, contemporary style, and focus on the younger, upscale traveler. In 2001, Starwood Hotels & Resorts Worldwide acquired W Hotels for $37 million.

However, the relationship between W Hotels and Marriott International began much earlier. In 1998, Marriott International entered into a joint venture with W Hotels, acquiring a 49% stake in the company. This partnership allowed W Hotels to leverage Marriott’s extensive global distribution network and management expertise while retaining its unique brand identity.

Impact on the Hotel Industry

The acquisition of W Hotels by Marriott International marked a significant moment in the hotel industry. With the partnership in place, W Hotels was able to expand rapidly, growing from just one property in New York City to over 50 hotels worldwide in a matter of years. This growth positioned W Hotels as a major player in the luxury hotel market and cemented its reputation as a trendsetter in the industry.

Moreover, the acquisition of W Hotels signaled Marriott International’s commitment to expanding its portfolio of lifestyle brands. This strategy has since proven successful, with Marriott International acquiring other luxury lifestyle brands such as Edition Hotels and the Ritz-Carlton Reserve.

The acquisition also marked a shift in the hotel industry towards more experiential and immersive travel experiences. W Hotels was at the forefront of this trend, offering guests unique amenities such as rooftop bars, recording studios, and even a “Living Room” lobby designed to feel like a private residence. This focus on experience helped to differentiate W Hotels from traditional luxury hotels and attracted a new generation of travelers.

Overall, the acquisition of W Hotels by Marriott International was a transformative moment in the hotel industry. It helped to establish W Hotels as a leader in the luxury hotel market and set the stage for Marriott International’s continued expansion into the lifestyle space.

The W Hotels Brand Today

Key takeaway: W Hotels, founded in 1998 by Starwood Hotels & Resorts, was acquired by Marriott International in 2001. The acquisition allowed W Hotels to expand rapidly, with over 50 properties worldwide. Today, W Hotels is known for its innovative approach to hospitality, with a focus on experiential services and amenities that differentiate it from other luxury hotel brands. Marriott International plays a critical role in maintaining the unique and distinctive experience that W Hotels is known for, as well as driving the brand’s growth and success through strategic partnerships and collaborations. The future of W Hotels looks bright, with plans for continued growth and expansion, particularly in emerging markets such as China, India, and Africa.

Expansion and Global Presence

Locations Around the World

W Hotels has experienced significant expansion since its inception in 1998. Today, the brand boasts over 50 properties worldwide, with locations in major cities such as New York, London, Paris, and Shanghai. This global presence allows W Hotels to cater to a diverse audience of travelers, offering a unique and consistent experience across multiple continents.

Unique Features of W Hotels

One of the key factors contributing to the success of W Hotels is its focus on offering unique and memorable experiences for guests. Each W Hotel is designed to reflect the local culture and atmosphere of its surroundings, while maintaining a consistent brand identity. This is achieved through a combination of innovative design, cutting-edge technology, and personalized service.

Additionally, W Hotels is known for its innovative approach to hospitality, with a focus on experiential services that go beyond traditional accommodations. This includes offering unique amenities such as in-room spa treatments, on-site fitness centers, and rooftop bars that provide stunning views of the surrounding cityscape. By emphasizing these experiential elements, W Hotels has been able to differentiate itself from other luxury hotel brands and establish a loyal customer base.

Loyalty Program and Guest Experience

Integration with Marriott Rewards

The integration of W Hotels with Marriott Rewards has provided a seamless and rewarding experience for guests. Marriott Rewards is the loyalty program of Marriott International, which offers a wide range of benefits and rewards to its members. By staying at W Hotels, members can earn points that can be redeemed for free nights, upgrades, and other rewards.

Additionally, W Hotels offers exclusive promotions and offers to Marriott Rewards members, providing added value to their stays. For example, members can enjoy bonus points for stays at W Hotels, as well as special discounts and perks.

Personalized Service and Amenities

W Hotels is known for its personalized service and amenities, which enhance the guest experience. Guests can expect a high level of attention and customization during their stay, from check-in to check-out.

One example of this personalized service is the Whatever/Whenever service, which provides guests with anything they want, whenever they want it. This service is available 24/7 and can include requests for anything from a favorite snack to a reservation at a local restaurant.

In addition to personalized service, W Hotels offers a range of amenities to enhance the guest experience. These amenities can include in-room entertainment, such as flat-screen TVs and streaming services, as well as access to fitness facilities, pools, and spas.

Overall, the integration of W Hotels with Marriott Rewards and the personalized service and amenities offered by W Hotels contribute to a unique and memorable guest experience.

Marriott International’s Influence on W Hotels

Brand Standards and Quality Control

Maintaining the W Hotel Experience

One of the primary roles of Marriott International in its relationship with W Hotels is to maintain the unique and distinctive experience that the brand is known for. W Hotels are known for their trendsetting and innovative approach to hospitality, and Marriott International plays a critical role in ensuring that this experience is consistent across all W Hotels worldwide.

To achieve this, Marriott International has established strict brand standards that all W Hotels must adhere to. These standards cover every aspect of the guest experience, from the design and layout of the hotel to the quality of the food and beverage offerings, the level of service provided, and the overall ambiance and atmosphere of the hotel.

Upholding the Brand’s Reputation

In addition to maintaining the W Hotel experience, Marriott International is also responsible for upholding the brand’s reputation. This involves ensuring that all W Hotels operate in compliance with applicable laws and regulations, as well as adhering to the highest ethical standards.

Marriott International also plays a key role in promoting the W Hotels brand and generating awareness of the brand among potential guests. This includes marketing and advertising efforts, as well as public relations activities aimed at generating positive media coverage for the brand.

Overall, Marriott International’s role in maintaining brand standards and upholding the reputation of W Hotels is critical to the success of the brand. By ensuring that all W Hotels deliver a consistent and high-quality guest experience, and by promoting the brand in a positive and effective manner, Marriott International helps to drive the growth and success of the W Hotels brand.

Strategic Partnerships and Collaborations

Aligning with Marriott’s Goals

Marriott International plays a significant role in shaping the strategic direction of W Hotels. By aligning the luxury lifestyle brand with its own goals and objectives, W Hotels can benefit from Marriott’s extensive experience and resources in the hospitality industry. This alignment ensures that W Hotels remain competitive and relevant in the market, while also staying true to their unique brand identity.

Cross-Promotion and Guest Benefits

Another way that Marriott International influences W Hotels is through cross-promotion and guest benefits. By leveraging its extensive network of properties and loyal customer base, Marriott can help promote W Hotels to a wider audience. This can include offering special promotions and packages to Marriott Rewards members, as well as cross-promoting W Hotels within Marriott’s other properties.

In addition to cross-promotion, Marriott International also provides W Hotels with access to its loyalty program, Marriott Rewards. This program allows W Hotels to offer rewards and benefits to its guests, such as room upgrades, late check-out, and exclusive experiences. By partnering with Marriott Rewards, W Hotels can enhance the guest experience and increase customer loyalty.

Overall, Marriott International’s influence on W Hotels is evident in the brand’s strategic partnerships and collaborations. By aligning with Marriott’s goals and leveraging its resources and network, W Hotels can stay competitive and continue to provide unique and memorable experiences to its guests.

The Future of W Hotels

Continued Growth and Expansion

Emerging Markets and Opportunities

W Hotels is looking to expand its presence in emerging markets such as China, India, and Africa. This growth strategy aims to capitalize on the increasing disposable income and urbanization in these regions, leading to a higher demand for upscale hospitality experiences. The brand also plans to focus on key gateway cities where business and leisure travelers tend to congregate.

Sustainable Development and Innovation

As part of its commitment to sustainable development, W Hotels has launched a variety of eco-friendly initiatives, including energy-efficient design, water conservation, and the use of locally sourced materials. The brand is also exploring innovative technologies, such as virtual reality and smart room technology, to enhance the guest experience and drive operational efficiency. Additionally, W Hotels continues to collaborate with local artists and designers to create unique, culturally immersive environments that reflect the spirit of each destination.

Integration with Marriott’s Overall Strategy

Enhancing Guest Experience

As the hospitality industry continues to evolve, W Hotels is poised to remain at the forefront of innovation and design. Marriott International is committed to enhancing the guest experience at W Hotels by focusing on several key areas:

  • Personalization: Marriott International is investing in technology that enables guests to personalize their stay experience, from pre-arrival to post-departure. This includes offering customized recommendations based on guests’ preferences and interests, as well as providing a seamless check-in and check-out experience.
  • Wellness: W Hotels is also expanding its wellness offerings, with a focus on mindfulness, fitness, and nutrition. Guests can expect to see more in-room yoga mats, healthy food options, and wellness-focused partnerships with local brands.
  • Sustainability: As sustainability becomes an increasingly important concern for travelers, W Hotels is taking steps to reduce its environmental impact. This includes implementing energy-efficient technologies, reducing water usage, and sourcing local and organic food whenever possible.

Adapting to Changing Travel Trends

In addition to enhancing the guest experience, Marriott International is also focused on adapting to changing travel trends. This includes:

  • Millennial Travelers: W Hotels is targeting millennial travelers with its bold and innovative brand, which emphasizes style, technology, and social connections. Marriott International is also investing in loyalty programs and personalized marketing to appeal to this demographic.
  • Experiential Travel: As travelers seek more authentic and immersive experiences, W Hotels is expanding its offerings to include more cultural and social events. This includes partnerships with local artists and musicians, as well as pop-up restaurants and bars.
  • Short-Term Rentals: With the rise of short-term rental platforms like Airbnb, Marriott International is exploring ways to integrate W Hotels into this market. This includes offering short-term rental options at select properties and leveraging W Hotels’ brand recognition to attract travelers.


1. Are W Hotels part of Marriott International?

Yes, W Hotels are part of Marriott International. W Hotels is a luxury hotel brand owned by Marriott International, one of the largest hotel chains in the world. Marriott International acquired W Hotels in 2012, and since then, it has been part of the Marriott family.

2. What is the relationship between W Hotels and Marriott International?

W Hotels is a subsidiary of Marriott International, which means that it is owned and operated by Marriott. Marriott International acquired W Hotels in 2012, and since then, it has been responsible for managing and operating the hotels. Marriott International has also integrated W Hotels into its loyalty program, allowing members to earn and redeem points at W Hotels properties.

3. Do W Hotels offer Marriott Rewards program?

Yes, W Hotels are part of the Marriott Rewards program. Marriott Rewards is the loyalty program of Marriott International, and members can earn and redeem points at W Hotels properties. By staying at W Hotels, members can earn points that can be redeemed for free nights, upgrades, and other rewards. Additionally, members can earn elite status in the Marriott Rewards program, which provides additional benefits and perks.

4. Can I use my Marriott Rewards points to stay at W Hotels?

Yes, you can use your Marriott Rewards points to stay at W Hotels. Marriott Rewards members can redeem their points for free nights at W Hotels properties, just like they can at any other Marriott property. Additionally, members can use their points to upgrade their room or pay for other on-property expenses, such as dining or spa treatments.

5. How do I book a stay at a W Hotel using my Marriott Rewards points?

To book a stay at a W Hotel using your Marriott Rewards points, you can use the Marriott website or mobile app. First, log in to your Marriott Rewards account, and then search for W Hotels properties. Once you find a property you want to stay at, select it and choose the dates of your stay. Then, choose the number of rooms you need and click on “Book.” On the next page, select “Use Points” as your payment method, and follow the prompts to complete your booking.

Find Your Vibe at W Hotels | Marriott Bonvoy

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