The W Hotel brand is a renowned name in the hospitality industry, known for its stylish and trendy hotels catering to the needs of modern travelers. However, there has been some confusion about the relationship between the W brand and Marriott International, one of the world’s largest hotel chains. In this article, we will delve into the details of the partnership between Marriott and the W brand, and determine whether the W is indeed a part of Marriott. So, let’s get started and unpack the relationship between these two hospitality giants.
The History of Marriott and the W Hotel Brand
Origins of Marriott International
Marriott International is a multinational company that was founded in 1927 by J. Willard Marriott in Washington D.C. The company began as a small root beer stand called “Hot Shoppe” that served root beer, sandwiches, and ice cream. Marriott’s entrepreneurial spirit and passion for hospitality drove him to expand his business, and he opened his first hotel in 1937, called the “Oyster Bay Motel” in Maryland.
In the years that followed, Marriott continued to expand his hotel empire, opening properties across the United States and around the world. The company’s success was built on a foundation of excellent customer service, a commitment to quality, and a focus on creating memorable experiences for guests.
In 1956, Marriott’s son, Bill Marriott, joined the company and helped to expand it further. Under his leadership, Marriott became a publicly traded company in 1957, and the company continued to grow rapidly throughout the 1960s and 1970s.
In 1980, Marriott acquired the Sheraton Corporation, which helped to solidify its position as one of the largest hotel chains in the world. Today, Marriott International operates over 7,000 properties in more than 131 countries, with a portfolio of 30 different brands, including the W Hotel Brand.
Birth of the W Hotel Brand
In 1998, the W Hotel brand was conceived by entrepreneur and real estate developer, Ian Schrager, in collaboration with the hotel industry veteran, Barry Sternlicht. Schrager, who had previously founded the iconic Studio 54 nightclub, sought to revolutionize the hotel industry by introducing a brand that would appeal to the young, urban, and fashion-conscious demographic. The concept was simple: create a hotel that was more of a lifestyle brand than a traditional hotel chain.
Sternlicht, who had extensive experience in the hospitality industry, saw the potential in Schrager’s vision and partnered with him to launch the first W Hotel in New York City. The duo spent three years developing the concept, incorporating elements of design, fashion, and entertainment to create a unique guest experience. The result was a hotel that was more reminiscent of a trendy nightclub than a traditional hotel.
The W Hotel brand quickly gained popularity among young, affluent travelers, and its success caught the attention of Marriott International, a leading global hotel chain. In 2012, Marriott acquired the W Hotel brand from Starwood Hotels & Resorts Worldwide, which had purchased the brand in 2009. The acquisition was seen as a strategic move by Marriott to expand its portfolio of luxury brands and appeal to a younger demographic.
Under Marriott’s ownership, the W Hotel brand has continued to grow and evolve, with new hotels opening in cities around the world. The brand’s focus on design, fashion, and entertainment remains a key element of its identity, and it continues to attract a loyal following of young, fashionable travelers.
Corporate Structure and Ownership
Marriott International’s Portfolio
Marriott International, Inc. is a multinational hospitality company that operates a diverse portfolio of hotels, resorts, and other lodging properties across the globe. As of 2021, the company’s portfolio includes over 8,000 properties in 132 countries and territories, comprising more than 1.4 million rooms. The company’s brands cater to a wide range of customer needs, from budget-conscious travelers to luxury seekers.
Marriott’s portfolio is organized into 30 distinct brand families, which are grouped into six classifications: Luxury, Premium, Select Service, Branded, Design, and Specialty. Each brand family caters to a specific market segment, offering a unique combination of amenities, services, and experiences tailored to the needs of its target customers.
Some of Marriott’s most prominent brands include:
- The Ritz-Carlton: A luxury brand that offers personalized service and lavish amenities at its properties worldwide.
- St. Regis: Another luxury brand known for its exceptional service, unique dining experiences, and renowned butler service.
- JW Marriott: A luxury brand offering sophisticated accommodations and services for discerning travelers.
- Marriott Hotels: A premium brand providing comfortable accommodations and high-quality services for both business and leisure travelers.
- Sheraton: A global brand with a long-standing history, offering modern accommodations and a wide range of amenities for travelers worldwide.
- Westin: A luxury brand focused on wellness, offering guests a range of wellness-focused amenities and services, such as spa facilities and fitness centers.
These are just a few examples of the many brands that make up Marriott’s diverse portfolio. The company’s strategy is to offer a wide range of options to cater to different customer needs and preferences, ensuring that it can attract and retain guests across various segments of the hospitality industry.
The W Hotel Brand under Marriott International
Since its inception in 1919, Marriott International has been a prominent player in the hospitality industry, operating a diverse portfolio of hotels under various brands. The W Hotel Brand, established in 1984, was initially developed as a boutique hotel concept, catering to the upscale market segment. Over the years, Marriott International has nurtured and expanded the W Hotel Brand, integrating it into its broader portfolio of luxury and lifestyle properties.
The relationship between Marriott International and the W Hotel Brand can be described as a strategic partnership, with Marriott serving as the primary owner and operator of W Hotels worldwide. As a subsidiary of Marriott International, the W Hotel Brand benefits from the company’s extensive resources, including marketing, sales, and operational support. In turn, the W Hotel Brand contributes to Marriott’s overall growth and profitability by attracting a distinct clientele and catering to the luxury and lifestyle segment.
The integration of the W Hotel Brand into Marriott International’s portfolio has been facilitated by the company’s commitment to innovation and brand diversification. Marriott has consistently sought to expand its brand offerings, particularly in the luxury and lifestyle categories, to cater to the evolving preferences of modern travelers. By acquiring and integrating distinctive hotel brands, such as the W Hotel Brand, Marriott International has strengthened its market position and enhanced its competitive advantage in the global hospitality industry.
Throughout its history, the W Hotel Brand has maintained a strong association with Marriott International, leveraging the company’s resources and expertise to drive its growth and success. The brand’s distinctive identity, characterized by its innovative design, stylish atmosphere, and emphasis on experiences over traditional amenities, has resonated with a discerning clientele, positioning it as a leader in the luxury and lifestyle hotel space. As a result, the W Hotel Brand continues to be a valuable asset for Marriott International, contributing to the company’s overall success and reputation in the hospitality industry.
Operations and Management
Integration of W Hotels into Marriott’s System
Since Marriott International acquired the W Hotels brand in 2012, the integration of W Hotels into Marriott’s system has been a gradual and strategic process. This integration has involved various aspects, including operational management, marketing, and branding.
Operational Management
One of the primary areas of integration has been operational management. Marriott has worked to align the operations of W Hotels with its own standards and procedures, while also preserving the unique characteristics that make W Hotels stand out. This has involved the implementation of Marriott’s technology systems, such as its central reservation system and revenue management system, as well as the adoption of Marriott’s standards for guest service, housekeeping, and other operational areas.
Marketing and Branding
Another key aspect of the integration has been marketing and branding. Marriott has sought to leverage the distinctive brand identity of W Hotels while also ensuring that the brand remains consistent with Marriott’s overall marketing strategy. This has involved the creation of joint marketing campaigns and the sharing of best practices across the two brands. Marriott has also worked to ensure that W Hotels remain positioned as a luxury brand within Marriott’s portfolio, with a focus on targeting affluent travelers and offering unique experiences.
Distribution and Sales
The integration of W Hotels into Marriott’s system has also involved the alignment of distribution and sales channels. Marriott has worked to ensure that W Hotels are distributed through its own sales channels, such as its website and global reservation center, as well as through third-party distribution channels. This has involved the creation of joint sales teams and the sharing of information and resources between the two brands.
Overall, the integration of W Hotels into Marriott’s system has been a carefully managed process that has involved the alignment of various aspects of the business, including operational management, marketing and branding, and distribution and sales. By leveraging the strengths of both brands, Marriott has been able to create a powerful combination that is well-positioned to compete in the luxury hotel market.
Similarities and Differences in Operations
Although Marriott International acquired the W Hotel brand in 2016, the two companies continue to operate independently with separate management structures. Despite this, there are notable similarities and differences in their operations.
Similarities:
- Both Marriott and the W Hotel brand operate on a global scale, with properties in major cities across the world.
- Both companies have a strong focus on customer service and aim to provide a luxurious experience for their guests.
- Both Marriott and the W Hotel brand offer rewards programs that incentivize repeat business and loyalty.
Differences:
- Marriott’s portfolio includes a wide range of hotel brands, from budget-friendly to luxury, while the W Hotel brand is primarily focused on high-end, design-driven properties.
- Marriott’s operations are more traditional and corporate, while the W Hotel brand has a more playful and edgy image.
- Marriott’s management structure is more hierarchical and centralized, while the W Hotel brand has a more decentralized and autonomous approach to decision-making.
Overall, while there are some differences in their operations, Marriott and the W Hotel brand share many similarities and work together to provide a seamless experience for their guests.
Marketing and Branding
Co-Branding and Cross-Promotion
The co-branding and cross-promotion strategy between Marriott and the W Hotel brand is a key aspect of their relationship. This strategy allows both brands to leverage each other’s strengths and reach new audiences.
One example of co-branding is the W Hotels x Marriott International collaboration. This partnership allows Marriott International to offer its customers access to unique experiences and exclusive events at W Hotels, while W Hotels can benefit from Marriott International’s loyal customer base.
Another example of cross-promotion is the W Hotels “What’s Your Stay?” campaign. This campaign features a mix of W Hotels and Marriott International properties, allowing both brands to showcase their offerings and reach a wider audience.
In addition, the Marriott Bonvoy loyalty program offers members the opportunity to earn and redeem points at both Marriott International and W Hotels properties. This cross-promotion helps to increase customer loyalty and retention for both brands.
Overall, the co-branding and cross-promotion strategy between Marriott and the W Hotel brand has been successful in increasing brand awareness and customer engagement for both companies.
Targeting Different Demographics
Marriott’s acquisition of the W Hotel brand in 2012 marked a significant moment in the company’s history. With the addition of the W brand, Marriott aimed to expand its reach into the lifestyle hotel sector, which catered to a younger, hipper demographic.
One of the key aspects of the W brand’s success is its ability to target different demographics. The brand’s marketing strategy is focused on attracting guests who value experiences over material possessions, and who are willing to pay a premium for unique, memorable travel experiences.
The W brand’s target demographic is typically younger, with a focus on millennials and Gen Z. These demographics tend to prioritize experiences and social connections when traveling, and are more likely to stay at boutique hotels or unique properties that offer a distinct experience.
In addition to targeting younger demographics, the W brand also appeals to a more affluent customer base. The brand’s focus on luxury and exclusivity has attracted a loyal following of high-end travelers who are willing to pay a premium for the brand’s unique experiences and amenities.
Overall, the W brand’s marketing strategy is centered around creating a sense of exclusivity and offering unique experiences that appeal to a wide range of demographics, from younger travelers to affluent customers. By targeting these different demographics, the W brand has been able to establish itself as a leader in the lifestyle hotel sector and a valuable addition to the Marriott portfolio.
Loyalty Programs and Member Benefits
Marriott Rewards and W Hotels
Marriott Rewards is the loyalty program of Marriott International, which was established in 1997. The program offers members various benefits, such as earning points for staying at Marriott hotels, redeeming those points for free nights, room upgrades, and other rewards, as well as earning elite status based on the number of nights stayed. The program also offers exclusive experiences and special rates for members.
W Hotels, on the other hand, is a luxury hotel brand owned by Marriott International. It was established in 1998 and is known for its innovative design, luxurious amenities, and unique customer experience. W Hotels is part of the Marriott Rewards program, which means that members can earn and redeem points at W Hotels just like they would at any other Marriott property.
The relationship between Marriott and the W Hotel brand is symbiotic. Marriott provides the brand with the resources and support of a large hospitality company, while W Hotels brings a unique and upscale image to the Marriott portfolio. The two brands have worked together to create a seamless experience for guests, with Marriott Rewards members being able to earn and redeem points at W Hotels, and W Hotels offering exclusive experiences and amenities to Marriott Rewards members. This partnership has been successful in attracting new customers and retaining existing ones, while also expanding the reach of both brands.
Rewards and Benefits for Members
Marriott International’s loyalty program, Marriott Bonvoy, offers members exclusive rewards and benefits when staying at W Hotels. These benefits are designed to enhance the overall guest experience and encourage repeat visits. Here are some of the rewards and benefits that members can enjoy:
Priority Reservations
Members of Marriott Bonvoy can enjoy priority reservations at W Hotels, making it easier to secure their preferred room and dates. This benefit ensures that members have access to the best available rooms, even during peak travel seasons.
Late Check-Out
W Hotels understand the importance of having a leisurely check-out experience. Marriott Bonvoy members are entitled to late check-out, giving them more time to enjoy the hotel’s amenities and services without feeling rushed.
In-Room Amenities
Marriott Bonvoy members can expect a touch of luxury in their rooms, with in-room amenities tailored to their preferences. From complimentary premium coffee and tea to deluxe bathrobes and slippers, these extras help make the stay even more memorable.
Exclusive Access to Events and Offers
W Hotels often host exclusive events and offer unique experiences for Marriott Bonvoy members. These events can range from intimate wine tastings to full-scale concerts, providing members with a one-of-a-kind experience that they won’t find anywhere else.
Points Earned and Redemption
As a member of Marriott Bonvoy, guests can earn points for every stay at W Hotels. These points can be redeemed for free nights, room upgrades, and other rewards within the Marriott portfolio of hotels. This flexibility allows members to customize their rewards based on their individual preferences and travel needs.
Personalized Services
Marriott Bonvoy members can enjoy personalized services during their stay at W Hotels. From in-room dining recommendations to concierge assistance, the hotel’s staff is dedicated to ensuring that each guest’s experience is tailored to their specific needs and preferences.
These rewards and benefits demonstrate Marriott’s commitment to enhancing the guest experience for Marriott Bonvoy members, encouraging repeat visits, and fostering long-term loyalty.
Expansion and Future Plans
Expansion of Marriott International
Marriott International has been on an expansion spree since its inception in 1927. Today, it boasts of over 7,000 properties across 130 countries, making it one of the largest hotel chains in the world. The company’s expansion strategy has been driven by several factors, including increasing global travel, rising disposable incomes, and a growing middle class in emerging markets.
In recent years, Marriott International has been focusing on expanding its footprint in Asia, Africa, and the Middle East, where the demand for quality hotels is growing rapidly. The company has been aggressively opening new hotels in these regions, and its pipeline includes several hundred properties in these markets.
One of the key factors driving Marriott International’s expansion is its diverse portfolio of brands. The company offers a range of hotel brands, from luxury to budget, and each brand caters to a different segment of the market. This allows Marriott International to tap into new markets and customer segments, which has helped it grow its business significantly.
Another factor that has contributed to Marriott International’s expansion is its strategic partnerships and acquisitions. The company has been actively acquiring smaller hotel chains and partnering with local companies to expand its reach. For example, in 2016, Marriott International acquired Starwood Hotels & Resorts, which added several luxury brands to its portfolio, including the iconic St. Regis and The Luxury Collection brands.
Overall, Marriott International’s expansion strategy has been successful, and the company is well-positioned to continue its growth trajectory in the coming years. With its diverse portfolio of brands, strategic partnerships, and acquisitions, Marriott International is poised to become an even larger player in the global hotel industry.
Future of the W Hotel Brand under Marriott International
As the W Hotel brand continues to grow under the ownership of Marriott International, it is clear that the company has big plans for the future of the luxury lifestyle brand. While Marriott International has not publicly announced any specific plans for the expansion of the W Hotel brand, there are several indicators that suggest the company is committed to growing the brand in key markets around the world.
One key indicator of Marriott International’s commitment to the W Hotel brand is the company’s continued investment in new hotel developments. In recent years, Marriott International has announced plans to open new W Hotels in a number of key markets, including New York City, Los Angeles, and London. These new hotels will not only provide additional luxury accommodations for travelers, but they will also help to solidify the W Hotel brand’s presence in these important markets.
Another indicator of Marriott International’s commitment to the W Hotel brand is the company’s focus on innovation and technology. The W Hotel brand has always been known for its cutting-edge design and modern amenities, and Marriott International is committed to ensuring that the brand remains at the forefront of innovation in the hospitality industry. In addition to investing in new technologies to enhance the guest experience, Marriott International is also focused on developing new products and services that will help to differentiate the W Hotel brand from its competitors.
Finally, Marriott International’s commitment to the W Hotel brand is evident in the company’s focus on sustainability and social responsibility. The W Hotel brand has always been committed to sustainability, and Marriott International is working to build on this commitment by implementing new initiatives to reduce the brand’s environmental impact. In addition, the company is committed to supporting local communities and providing opportunities for employees to give back through volunteer programs and other initiatives.
Overall, it is clear that Marriott International is committed to the future success of the W Hotel brand. With a focus on innovation, sustainability, and community engagement, the company is well-positioned to continue growing the brand in key markets around the world.
FAQs
1. What is the W Hotel Brand?
The W Hotel Brand is a collection of luxury hotels and residences that are part of the Marriott International portfolio. The brand is known for its unique design, innovative programming, and focus on creating exceptional experiences for guests.
2. What is Marriott International?
Marriott International is a global hospitality company that operates, manages, and franchises a diverse portfolio of hotels, resorts, and other lodging properties. The company’s portfolio includes several hotel brands, including the W Hotel Brand.
3. Is the W Hotel Brand part of Marriott International?
Yes, the W Hotel Brand is a part of Marriott International. Marriott International acquired the W Hotel Brand in 2012, and since then, it has been integrated into the company’s portfolio of hotel brands.
4. What are the benefits of being part of Marriott International for the W Hotel Brand?
As part of Marriott International, the W Hotel Brand benefits from the company’s global reach, robust infrastructure, and extensive network of hotels and loyal customers. This allows the brand to expand its presence and reach new markets, while also leveraging Marriott’s resources and expertise to enhance the guest experience and drive growth.
5. How is the W Hotel Brand different from other Marriott brands?
The W Hotel Brand is known for its distinctive style and innovative approach to hospitality. It offers a unique blend of style, design, and luxury, and its hotels are known for their trend-setting environments, innovative programming, and exceptional guest experiences. While the brand shares many of the same values and principles as other Marriott brands, it has a distinct personality and focus that sets it apart.