Explore the Fresh Changes at W Hotels in New York and Los Angeles

W Hotels: Redefining Luxury Hospitality with Global Expansion and Modern Innovations

W Hotels is making waves in the hospitality industry, now operating in over 70 destinations worldwide, blending modern design, cultural immersion, and hospitality to create unique experiences for the next generation of travelers.

Founded in 1998 on New York’s Lexington Avenue, W Hotels disrupted traditional luxury hotel norms with its vibrant communal spaces—dubbed “living rooms”—and a focus on elevated dining, casual staff attire, and creative aesthetics.

“At a time when luxury hospitality often felt formal and conventional, W Hotels introduced a dynamic, unapologetic and culturally attuned energy that redefined the guest experience,” said George Fleck, Senior VP and Global Brand Leader of W Hotels. He emphasizes that the brand has always been characterized by boldness, creativity, and connection.

The brand’s expansion began with the opening of W Los Angeles — West Beverly Hills in 1999, followed by W New York properties in Times Square and Union Square in 2001. The boutique lifestyle hotel model quickly gained traction. Throughout the next decade, W Hotels ventured into key markets such as Mexico City, Istanbul, Barcelona, Hong Kong, and Doha, culminating in the flagship W Hollywood in 2010.

Since Marriott International’s acquisition of Starwood Hotels & Resorts in 2016, W Hotels has continued to grow its portfolio. Recent openings in Sydney, Budapest, Rome, Prague, Florence, Sao Paulo, and Las Vegas showcase this growth, highlighting the brand’s robust position within the luxury category alongside esteemed names such as The Ritz-Carlton and St. Regis.

“Since our first property opened in New York City, W Hotels has evolved from a single pioneering lifestyle hospitality brand into a global movement,” Fleck stated. He noted the brand’s commitment to reflecting local culture and energy through its design, programming, and concierge offerings. “As luxury itself has evolved, so have we, moving from a design-led disruptor to a brand that balances creativity with meaningful, immersive experiences,” he added.

As part of an ongoing evolution, renovations are underway at several North American properties, including those in Austin, Dallas, Hoboken, Toronto, Nashville, Las Vegas, Minneapolis, Hollywood, and New York. “W New York — Union Square and W Hollywood are two of the brand’s most iconic destinations,” Fleck explained, emphasizing the opportunity to transform W Hotels for a new era.

The reopening of W New York — Union Square in September followed a $100 million redesign led by Rockwell Group, which highlighted the historic architecture and character of the original building. “We went back to our roots, right where the brand was born, and infused the property with the vibrancy and edge that defines the city itself,” Fleck remarked.

Located on Park Avenue South, the hotel features 256 guest rooms inspired by the seasonal beauty of Union Square Park. The property is adorned with botanical-themed carpeting, plush green furnishings, and modern amenities. The interior also includes a grand Living Room space, a full-floor FIT wellness destination, and the recently opened Seahorse, a modern seafood brasserie.

W Hollywood also recently underwent a transformation, completed in October 2024, aiming to capture the creative energy of Los Angeles. According to Fleck, the redesigned 300,000-square-foot hotel reflects Southern California’s colors and textures while providing moments of calm and connection.

Adding to W Hotels’ innovative offerings, W Punta Cana opened as the brand’s first adults-only all-inclusive property this summer in the Dominican Republic. “W Hotels has always been about delivering a complete luxury lifestyle experience,” Fleck stated, noting the brand’s commitment to crafting immersive dining, wellness experiences, and entertainment.

W Punta Cana features 340 spacious guest rooms, diverse dining options, and wellness facilities inspired by local traditions. The hotel emphasizes cultural engagement through live music and outdoor activities, with plans for additional all-inclusive properties set to open in Playa del Carmen and Costa Mujeres in the coming years.

Looking ahead, W Hotels aims to transform 80% of its global portfolio by 2028, with anticipated openings in Sardinia, Naples, and Riyadh. Fleck encapsulated the brand’s vision: “W Hotels has become synonymous with modern luxury — defined not solely by opulence, but by experience, atmosphere, and cultural relevance. Our goal is crafting spaces that bring people together, elevate the senses, and foster authentic connection.”