Starwood Hotels became the Starbucks (r) of the hotel world when in 1998 it launched its W Hotels chain in New York City. There were trendy hotels before the launch of W hotels, just like there were coffee shops before Starbucks, but Starwood created a whole new hotel experience with the launch of 'W' that not only attacts travelers and local trendsetters, but also offers a whole new sort of travel experience.
Mission/Values
Whatever/Whenever®. That's the service standard for Starwoods' W Hotel chain. Whatever you want, whenever you want it (fees may apply) is how they encourage potential guests to choose their properties. W Hotels offers a "vision of the hotel as a mix of vibes and elements that mingle to create a welcoming and social gathering place." From the "P.A.W." (Pets Are Welcome) program to the "Acura Experience" and "W Pillow Menu" that lets you choose the style and firmness to the pillow you'll use during your stay, just another way W Hotels make a stay at one of their properties memorable.
Brief History
Starwood Hotels & Resorts launched the 'W Hotels' brand with the flagship property on 49th Street & Lexington Avenue in New York City in 1998 with the goal of creating destinations "where iconic design and contemporary luxury set the state for exclusive and extraordinary experiences." Fact Sheet
Products/Services
W Hotels offer hotel and resort experiences with the reliability and consistency of a major hotel chain and the unique design and energy of each individual city.
Target Audience
Business and leisure travelers who "seek a balance between style and substance - in their own lives, and in the destinations they choose." Local trendsetters who recognize and exemplify cutting-edge style and luxury.
