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Diving overview:
Marriott International has unveiled the newly renovated W Hollywood as the West Coast flagship of its luxury lifestyle W hotel brand, the company announced Tuesday. The 319-key, 300,000-square-foot hotel underwent a complete renovation following owners Trinity Fund Advisors and Oaktree Capital Management’s purchase of the California property in 2021 for $197 million. The renovation included significant changes to the hotel’s rooms and amenities, including the fitness center. Space and dining concept. Marriott said the renovations are part of a multi-year brand evolution for W Hotels in North America. Marriott is strategically expanding its luxury portfolio as demand in this segment increases.
Dive Insight:
Marriott drew “inspiration from the next generation of luxury travelers” for the design and renovation of the W Hollywood as part of an effort to redefine the W Hotels brand, the company detailed in a release Tuesday.
“This hotel was created specifically for today’s traveler who seeks authenticity, creativity and a deep connection to the cultural fabric of Hollywood,” said George Fleck, Senior Vice President and Global Brand Leader, W Hotels. he said in a statement. “We have created an experience that not only reflects the vibrant spirit of this iconic destination, but also sets a new standard for what W Hotels represents on a global scale.”
Based on the vision of New York-based design and architecture firm Rockwell Group, the hotel’s renovated rooms and suites are custom-built and designed to, according to Marriott, “create the feel of a luxury home.” It has design elements. Rooms feature curved seating areas, large enclosed window seats, and custom lighting fixtures.
W Hollywood has revamped its amenities and gathering spaces, including the living room, which is described as a “secret garden-like oasis” with a conversation area, bar and large fireplace. The property also offers an outdoor gathering space, The Garden, and several new food and beverage concepts.
Sunrise and Sunset rooftop bars offer poolside service, and the Loft event venue offers panoramic views of Los Angeles and the Hollywood Hills. According to Marriott, the Loft will be “equipped with a custom immersive audio-visual mapping system that creates a dynamic and interactive sensory experience for guests.” The space is designed to host events such as experiential artist showcases, Marriott detailed.
Renovations to the property have been in the works for years, and the owners plan to invest millions of dollars into the hotel after acquiring the property in December 2021, according to the Los Angeles Business Journal. It was reported. But the project is not without its challenges. In December, the Los Angeles Times reported that the hotel had an ongoing rat infestation that management was aware of but had not addressed.
The property’s debut comes as Marriott ramps up its efforts in the luxury segment, which is expected to see significant growth over the next year.
Dana Jacobson, Marriott’s chief development officer for U.S. luxury brands and global mixed-use, told Hotel Dive in June that the luxury hotel offers “world-class service and immersive experiences” when traveling. Luxury continues to be a top priority for Marriott as customers increasingly demand it.