Well, it turns out that Starwood is pouring some major time and money into the renovation of many other W properties in the US. From New York to Chicago to Seattle to San Diego, 10 total W hotels will receive facelifts in the public spaces and guest rooms, and certain new restaurant and bar concepts will be introduced.
Starwood VP of Brand Management, Carlos Becil, explains:
"As W evolves from a US phenomenon into a global design powerhouse, we are committed to fuelling the innovation within our existing portfolio to create a consistent, cutting-edge experience for our guests."
One key area that Starwood plans to innovate is the 'Living Room' lobby space, always a defining feature of W hotels, and one that, occasionally, can become a little oversaturated by drunk guests, loud DJ music, and strange lighting.
Sometimes, we like what we find—but it's often a mixed bag. Whereas W Union Square (above) is a relatively pleasant space with checker boards, wide leather armchairs, and large vases in the windows, its uptown sibling W TImes Square has always felt a bit too dark and chaotic for our tastes.
Starwood will set aside $100 million for the renovation of ten W properties, and, for our part, we're hoping that we see the Living Rooms become simpler, more classic spaces—perhaps W could even take a page out of Andaz's book, or even get inspired by one of its sister brands, Le Meridien, who does a bang-up job with their "hub" lobby concept.
What about you? Any changes you'd like to see in the W hotels that you frequent? What works, and what doesn't work? We want to hear your thoughts!