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The W Hotel Brand Is All Grown Up—and Cooler Than Ever
W Hotels’ earlier years were all about bringing a Manhattan vibe to the world. Today, place is key. “When you’re in Prague, you don’t want to feel like you’re in New York,” says Fleck. Partially housed in the landmarked Grand Hotel Europa, the new W Prague retains many of the building’s original Art Nouveau details. Rome opened in 2021 with a boutique curated by Daria Reina and Andrea Ferolla of the beloved local shop Chez Dede. And at the renovated W Austin, concert pictures from longtime Austin City Limits photographer Scott Newton hang on the walls. Meanwhile, in some guest rooms across the portfolio, W Hotels has done away with desks: In their place are flexible banquettes where you can sit, entertain friends, and, if you must, reply to an email.
The brand has also ditched the Detox, Retox, Repeat slogan it adopted in 2018. At the W Hollywood the new Fit gym occupies a huge ground floor space, with halo lighting that would melt the heart of any LA fitfluencer. W Hotels’ Away Spas are also a priority—the W Prague might have one of the best hydrotherapy circuits anywhere. That doesn’t mean the indulgences are gone; it’s just that, now, a walk through a glossy onyx caldarium where mists of cool water mimic springtime rain is how W Hotels is defining a real good time.
W, Through the Years
1998
Starwood Hotels & Resorts Worldwide chairman and CEO Barry Sternlicht introduces his new hotel concept with W New York on Lexington Avenue. Opening night guests include Cindy Crawford and her husband, Rande Gerber, whose company operated W Hotels’ Living Room concept.
1999
The brand heads west with W San Francisco, while the W New York is an instant hit, hosting the Dalai Lama, Richard Gere, Lauren Bacall, Debi Mazar, and Goldie Hawn.
2001
Jay-Z, Alan Cumming, and Cynthia Rowley attend the opening of the W New York–Union Square’s Underbar, which becomes known for having the toughest door in town.
2002
W Hotels launches its signature Whatever/Whenever program, offering guests 24/7 in-room dining and concierge services.
2004
Global expansion brings neon W Hotels logos to Mexico City, Montreal, and Seoul. W becomes the first hospitality brand to sponsor New York Fashion Week, launching its own backstage lounges with DJs and celebrities like the Hilton sisters.
2008
On the salacious CW show Gossip Girl, Blair Waldorf’s mother hosts a fashion show inside the W New York–Union Square’s landmarked ballroom.
2009
W Hotels appoints Michaelangelo L’Acqua as its first global music director. His DJ series sees members of LCD Soundsystem, TV on the Radio, and other bands of the moment spin at W New York– Union Square.
2018
W Hotels’ Wake Up Call music festival hits Hollywood, Barcelona, and Bali with Charli XCX and other acts.
2019
W Hotels becomes the first hotel brand with a float in the NYC Pride Parade.
2025
W New York–Union Square officially reopens as the brand’s new flagship with David Rockwell as the designer again. This time there’s a 1,500-square-foot gym with mosaics inspired by the subway and a dramatic floating lobby staircase. Cost of the total hotel reinvention: $100 million.
This article appeared in the September/October 2025 issue of Condé Nast Traveler. Subscribe to the magazine here.
