Here’s Why W Became My Go-To Marriott Brand

It was only after I sat down to write this article that I realized how significant the W brand has been in my travels.

My first-ever W stay was at W Amman in 2019, after landing my first points-and-miles reporting job. Then, after starting out as a freelancer in 2021, W London was the first hotel to offer me a hosted stay.

Now, 7 years after my first W stay, I’ve just completed my 10th W stay at W Osaka. I’ve had consistently great and even exceptional experiences at W hotels over the years, and that’s why I’ve chosen them time and time again.

The Policy That Creates an Adaptable Service Style

A unique aspect of W Hotels’ service is its Whatever/Whenever policy. Rather than having separate numbers to call for concierge, housekeeping, or reception, Whatever/Whenever comes close to providing a personal butler service without an actual butler. It’s also the ethos that hotel employees are encouraged to demonstrate when interacting with guests.

The most memorable example of this was during a stay at W Algarve, when André took it to the next level. It was hot, I’d been by the pool, and was craving some açaí. Because none of the hotel’s food outlets served it, he went out and got me some from a nearby store.

I’ve Never Stayed at a W Without a Pool

Whether the W was in a city like Rome or São Paulo, or a resort like W Algarve, I’ve yet to visit a single W property without a pool. Even W Amman had a rooftop pool, which was closed for the winter season when I stayed in March 2019.

Branded as the WET Deck when it’s outside, the prospect of doing some morning laps or catching some rays with a bowl of açaí has kept me going back for more.

Sometimes there’s only an indoor pool, like at W Melbourne or W London.

Sometimes, like at W Brisbane and W Osaka, the pool is outdoors but covered — though I prefer to lounge in the sun.

When the pools are fully outside, they’re usually statement pieces, often on the roof. High up on the 40th floor, the W São Paulo’s pool offers an unforgettable view of the city of skyscrapers. With planes flying by at eye level as they approach Congonhas Airport (CGH), I could have stayed there all day.

W São Paulo has, without a doubt, my favorite WET Deck of the ones I’ve seen so far.

W resorts outside densely populated cities have more space to play with, giving their WET Decks a little extra wow factor.

Local Design Elements and Features Are Standard

Hotels within major chains like Marriott often share design elements that give their brands a recognizable identity. Marriott’s EDITION brand is probably the most well-known for this, with its hotels around the world following a distinctly uniform design.

W has some classic design hallmarks, too. However, in my experience, W Hotels is one of the best hotel brands I’ve stayed at for its incorporation of local and regional culture into its design. It gives each property a unique personality without losing its W soul.

For example, the W Algarve couldn’t be more “Portugal” if it tried. Colorful plates nod to the country’s ceramics tradition, and brightly colored tiles feature throughout the hotel, creating a genuine sense of place without being over the top.

Some guests might not notice, but discerning hotel reviewers and design lovers like me do. It’s a big reason why I’ve continued to visit more properties.

I also really appreciated that W Osaka included gender-separated bathing and sauna areas, which are a huge part of Japanese culture. It’s something I missed when staying at other Western-brand hotels without these facilities during my recent 2-month trip to Japan.

Speaking of cultural immersion, walking through the gardens of W Seminyak felt like stepping into an ancient Balinese heritage site.

The Brand Is Changing With the Times

When the W brand came into existence in 1998 on Lexington Avenue in New York, a confidently playful cheekiness with a sexy edge defined its identity. It was a unique take, and it worked, at least for a while. With the rise of luxury lifestyle design and understated luxury, the shiny materials and glitzy disco balls at some of the original properties, like W London, can come across as a little tacky.

Thankfully, W’s executives have recognized this and are updating the brand’s identity to resonate with discerning modern travelers. The poster child for this new look is W Hollywood, which reopened in March 2025.

I visited soon after it reopened and liked that it still kept its distinctly W quirky side, but in a cooler, more mature way. I noticed this change in tone for the first time back in 2022, when I arrived at the lobby of the then-recently opened W Algarve.

Perhaps W’s most iconic property is W Barcelona, nicknamed “la Vela” for its distinctive sail-like shape. It’s currently undergoing renovations to align with the brand’s refreshed look. By 2028, W expects 80% of the global W portfolio to be fully transformed.

I’m hoping some of the renovations will be done sooner so I can check it out on my next visit to Barcelona this year.

Breakfast Has Always Been Excellent

There’s a fine art to getting a hotel buffet breakfast right, and W hotels have never let me down. It usually consists of a generous buffet and an à la carte menu, with both local and global dishes to suit as many guests as possible. That’s pretty standard these days.

W’s breakfasts are even more memorable at some properties where servers go from table to table with off-menu local food or beverage delicacies. The best example of this was during my stay at W Seminyak, where the airplane-style carts topped with delights didn’t stop rolling.

I vividly remember a server at W São Paulo offering guests oven-fresh, warm pão de queijo (Brazilian cheese bread), a great way to start the day.

Another thing I love about W hotels is that there is always an “eggs your way” option. I try to stick to clean eating for breakfast, so it’s nice to know I won’t have any issues ordering an egg white omelet when staying at a W.

I’ve also never been nickel-and-dimed. For example, during some recent stays at hotels that classify themselves as 5-star, I’ve had to pay extra for an espresso rather than terrible drip coffee. That has never happened at a W hotel, and I hope it never does.

Gyms Are Reliably Good

Whether I can get a proper workout in is an important factor I consider when choosing a hotel. For that reason, the W often features in the top 3 on my shortlist, as I’ve never had any issues completing the full workouts my PT plans for me.

They almost always have a Smith machine, a few decent resistance machines, and dumbbells heavier than just 50 pounds. At city properties such as W São Paulo and W Melbourne, the gyms are high in the building, where spectacular views provide a little extra motivation to put the great equipment to use.

W Defines Affordable Luxury

W hotels belong in Marriott’s luxury tier, and rightly so, even if not all are officially classed as 5-star. Still, you can often find affordable rates at Ws around the world, which isn’t as common at Marriott’s Ritz-Carlton or St. Regis properties.

Below are some examples of nightly rates at W hotels I’ve stayed at, which I would consider affordable luxury:

I also researched hotels I haven’t stayed at to back up my claim. While doing so, the recently opened W Punta Cana caught my eye. This 5-star property is Marriott’s first all-inclusive W hotel. It’s adults-only, and I can see nightly starting at just $400 for 2 people year-round.

But relative affordability isn’t always the case. It took me a while to find nightly rates under $1,000 at the recently renovated W New York – Union Square.

As part of the Marriott Bonvoy program, points can be redeemed for stays at W hotels. Due to Marriott’s ever-increasing redemption rates, I’ve never personally found a value-for-money redemption for W stays and have always paid cash.

Hot Tip:

Luckily for U.S.-based travelers, co-branded Marriott credit cards can help boost Marriott Bonvoy points earning. They also come with a suite of other benefits, such as shortcuts to Marriott Bonvoy elite status.

Final Thoughts

Over the last 7 years, W Hotels have been a home away from home on my travels. Their bold design, top-class gyms and pools, and memorable breakfasts have made me a loyal guest. W employees have also been among the finest hospitality professionals I’ve ever met, many of whom have left a lasting impression on me.

As I travel more widely and experience more luxury hotel brands, I can’t be sure W will have what it takes to take my stay count up to 20. However, if there is a W in the destination I’m heading to, it will always feature in my shortlist.