W Hotels, Starwood Hotels and Resorts ’ popular luxury lifestyle brand, ended 2015 with a 70% increase in signings for new properties over the previous year.
It is the most number of commitments W Hotels has had since 2007.
This morning, a new Aspen property, along the ski slopes, was announced. This comes a day after the brand said it would open a property in Madrid.
“It’s going to be a real apres-ski hotspot,” Anthony Ingham, global brand leader for W Hotels, told USA TODAY.
He says the company was hoping to bring a “youthful, energetic, fun-filled vibe to Aspen.”
The brand began in New York City in 1998. Its properties became popular hangouts for young locals and travelers with their “living rooms” versus lobbies. The hotels have modern designs and restaurants by renowned chefs and mixologists.
Ingham says those qualities will remain despite the impending sale of parent company Starwood to Marriott International , which has a few of its own luxury and lifestyle brands. For instance, Marriott’s Renaissance has in recent years focused on providing guests unique musical experiences just as W has.
“I think Marriott has been very public in how interested they are in W and nurturing and continuing to grow W,” Ingham says.
Marriott CEO Arne Sorenson , who will run the combined companies, has said he does not intend to get rid of any brands.
The Aspen property is the first time a newly constructed W Hotel will open in the USA since 2010, when the W Austin debuted. Like many other hotel companies, the W Hotels brand was affected by the economic downturn.
Source:usa today
