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Ever since its 1998 debut, W Hotels has defined itself through bold design and a daring attitude. But the world has evolved. Accommodations and bars are no longer enough
Travelers today crave authenticity and connection. So W has decided it’s time to grow up and reinvent itself as a tastemaker
Reinvention Starts in New York
The $100 million reimagining of the W New York-Union Square flagship is the brand’s manifesto, signaling a new chapter. Situated in a 1911 landmark building, the property is now a place where every texture, material, gesture and space tells a story
The Living Room, for one, is a gathering space for meeting and lingering. A newly sculpted staircase arcs upward toward a soaring ceiling adorned with subtle gold filigree. Famed architect David Rockwell, who conceived the original aesthetic, has returned to redesign his own work. Understated chic is his theme
From Party Hotels to Local Storytelling
And W isn’t stopping here. Across the globe, properties are shifting. Design teams are imbuing local narratives into interiors, and bars are evolving from party spots into considered experiences. W Rome, W Budapest and W Prague are already complete
W Budapest stands out among the lineup as a global hotel intended for today’s discerning traveler
Occupying the ornate Drechsler Palace, the property features an airy inner courtyard. Elements include curved lines and an art collection, married with original details such as stained glass and early-20th-century tiles
Q&A: George Fleck on W’s Evolution
Budapestiek obsess over chess. It’s fitting that this W threads in black-and-white patterns. Thermal baths form the heart of the Away spa—a sanctuary city dwellers already frequent. The fashionable set have also become regulars for dinner and late-night cocktails at Le Petit Beefbar, the signature restaurant and bar
As W Hotels’ senior vice president and global brand leader, George Fleck is overseeing the brand’s reinvention. He spoke with Business Traveler about how W’s design and dining concepts have been reshaped, and the way the guest profile has changed
What does it mean to rebrand W?
The hospitality landscape is constantly changing, and to remain the arbiters of luxury lifestyle hospitality, we have evolved alongside our guests, elevating our design, amenities, service and programming while maintaining the energy that defines W Hotels
At its core, this evolution is about creating spaces that feel modern, vibrant and deeply connected to the destinations we have hotels in
Can you share components?
It comes down to three key pillars. The first is detail-driven design—every W Hotel now begins with a design narrative rooted in its destination. While no two properties look the same, there are signature W Hotels design threads: layered textures, unexpected pairings, bold color moments and a mix of luxurious and natural materials
The second is elevated service culture—we’ve evolved our signature Whatever, Whenever philosophy to be more anticipatory and personalized. At the heart of this experience is W Insider, our reimagined concierge. The guides are hyperconnected to the local scene and ensure every guest feels like they have inside access to the best of the destination
The last key pillar is our cultural programming. We create experiences for guests and locals alike, from pop-up performances and chef collaborations to wellness activations that tap into local traditions
How are your F&B offerings different?
Each concept is designed to be destination-worthy, attracting locals as well as hotel guests. Menus are globally inspired, cocktail programs are inventive and seasonal, and design shapes the overall vibe
At W New York-Union Square, Seahorse brings a refined twist to seafood and raw bar classics, blending global influences with seasonal sourcing. Designed by Rockwell Group, the dining room channels maritime nostalgia with mother-of-pearl inlays, mermaid-green tiles and a stunning central seafood bar
How many properties are included?
Our evolution spans our global portfolio. By 2028, 80 percent of the global portfolio will be fully transformed, alongside new international openings including W Sardinia-Poltu Quatu and W Riyadh
How three of the properties have changed?
Three key properties in our North American portfolio include W New York-Union Square, W Hollywood and W Austin
At W New York-Union Square, each guest will still feel that magnetic Downtown energy the property was known for in the early 2000s, but now it’s expressed through a richer design narrative, intentional programming and a creative F&B program
W Hollywood has embraced a more cinematic design. Programming now reflects the city from music sets to art collaborations with local tastemakers
Rooted in the heart of downtown, W Austin blends Austin’s live music scene with design, featuring art that captures the city’s spirit. Programming highlights the city through intimate performances, cultural collaborations and social experiences
What kind of clientele are you seeking to attract?
The W Hotels guest has always been someone who values creativity and a connection to culture. Today’s traveler is even more experience-driven and thoughtful
Guests no longer just want a five-star hotel stay. While our original guests were drawn to bold design and high-energy social environments, we are now engaging a broader, more diverse audience that includes millennials and Gen Z, who prioritize immersive experiences, meaningful connections and lifestyle-driven luxury
The W Hotels guest is curious, confident and eager to express themselves while enjoying a luxury experience tailored to their lifestyle
Shivani Vora
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