The W Hotels Renaissance Is Here-From a Revived NYC Icon to a Dreamy All-inclusive Resort Debut

"When W Hotels first debuted in 1998 in New York City, it aimed to capture its electric energy as a new lifestyle hotel brand defined by social buzz, bold design, and an approach to luxury hospitality that was personal and never stuffy. Of course, anything trendy inevitably falls out of style as fashions change and new "it" brands take over, but W Hotels are back and better than ever."

"The way I describe this brand, and each hotel really, is allowing our guests to live in the moment and to embrace the now. And the now in 1998 and the now in 2025 might be a different 'now,' but it's still embracing that sensibility of that cultural zeitgeist of the moment,"

"The spaces don't just look good; they also feel like there's something unique happening, something unexpected, and I think that really is the magic of this new design direction for the brand,"

W Hotels launched in 1998 in New York City to capture electric energy as a lifestyle hotel brand defined by social buzz, bold design, and personable luxury. The brand's late-90s and early-aughts cool-kid status faded as fashions changed, but renewed investment, new openings, and refreshed properties have driven a resurgence. Core brand pillars remain intact while expression has been modernized to reflect contemporary cultural moments. Design centers on storytelling and what leadership calls "emotion per square foot," creating immersive, destination-rooted interiors. Recent properties like W Rome and W Prague pair playful modern design with local materials and unexpected details.

Read at Travel + Leisure