W Hotels’ earlier years had been all about bringing a Manhattan vibe to the world. Today, place is vital. “When you’re in Prague, you don’t want to feel like you’re in New York,” says Fleck. Partially housed within the landmarked Grand Hotel Europa, the brand new W Prague retains most of the constructing’s unique Art Nouveau particulars. Rome opened in 2021 with a boutique curated by Daria Reina and Andrea Ferolla of the beloved native store Chez Dede. And on the renovated W Austin, live performance photos from longtime Austin City Limits photographer Scott Newton cling on the partitions. Meanwhile, in some visitor rooms throughout the portfolio, W Hotels has accomplished away with desks: In their place are versatile banquettes the place you possibly can sit, entertain associates, and, in the event you should, reply to an e mail.
The model has additionally ditched the Detox, Retox, Repeat slogan it adopted in 2018. At the W Hollywood the brand new Fit health club occupies an enormous floor ground area, with halo lighting that will soften the center of any LA fitfluencer. W Hotels’ Away Spas are additionally a precedence—the W Prague might need probably the greatest hydrotherapy circuits anyplace. That doesn’t suggest the indulgences are gone; it is simply that, now, a stroll via a shiny onyx caldarium the place mists of cool water mimic springtime rain is how W Hotels is defining an actual good time.
W, Through the Years
1998
Starwood Hotels & Resorts Worldwide chairman and CEO Barry Sternlicht introduces his new lodge idea with W New York on Lexington Avenue. Opening night time visitors embody Cindy Crawford and her husband, Rande Gerber, whose firm operated W Hotels’ Living Room idea.
1999
The model heads west with W San Francisco, whereas the W New York is an instantaneous hit, internet 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 turns into recognized for having the hardest door on the town.
2002
W Hotels launches its signature Whatever/Whenever program, providing visitors 24/7 in-room eating and concierge companies.
2004
Global enlargement brings neon W Hotels logos to Mexico City, Montreal, and Seoul. W turns into the primary hospitality model to sponsor New York Fashion Week, launching its personal backstage lounges with DJs and celebrities just like the Hilton sisters.
2008
On the salacious CW present Gossip Girl, Blair Waldorf’s mom hosts a trend present contained in the W New York–Union Square’s landmarked ballroom.
2009
W Hotels appoints Michaelangelo L’Acqua as its first world music director. His DJ sequence sees members of LCD Soundsystem, TV on the Radio, and different bands of the second spin at W New York– Union Square.
2018
W Hotels’ Wake Up Call music pageant hits Hollywood, Barcelona, and Bali with Charli XCX and different acts.
2019
W Hotels turns into the primary lodge model with a float within the NYC Pride Parade.
2025
W New York–Union Square formally reopens because the model’s new flagship with David Rockwell because the designer once more. This time there is a 1,500-square-foot health club with mosaics impressed by the subway and a dramatic floating foyer staircase. Cost of the overall lodge reinvention: $100 million.
This article appeared within the September/October 2025 subject of Condé Nast Traveler. Subscribe to the journal here.