W Hotels

W Hotels is an American hotel chain franchise founded by Starwood Hotels and Resorts but now owned by Marriott International operating around 70 upscale hotels and long-stay apartment facilities worldwide. Globally, the 2024 average daily rate was $321, and occupancy 67%. W Hotels was launched in 1998 with W New York, a conversion of the former Doral Inn hotel on Lexington Avenue, Manhattan. Barry Sternlicht, then CEO of Starwood Hotels and Resorts Hotels 1995–2005, created the brand. The concept included dark, muted colors, brushed metal, hotel staff in black T-shirts, photographs, and a bar. His demand for all-white bedding required manufacturers to develop white fabric that stayed clean without weekly dry cleaning. Many properties are co-located with luxury apartments known as "Residences at the W", such as W Boston and W Austin. About 3 in 10 W Hotels have Residences. The earlier W Hotels in the U.S. were renovations of existing hotels within the Starwood group. Replacing the lobby with the "living room" concept, where guests could gather at the bar, differed from the traditional hotel.