W Hotels was founded on the idea of bringing Manhattan’s vibe to other countries. Today, location is everything. Fleck says, “When you’re visiting Prague, you shouldn’t feel like you are in New York.” The new Hotel Europa is partly housed within the Grand Hotel Europa. W Prague Many of the original Art Nouveau features are still present in this building. Daria Reina and Andrea Ferolla from the popular local shop ChezDede opened Rome in 2021, with a boutique that was curated by them. In the newly renovated W Austin, Scott Newton’s concert photographs from Austin City Limits are displayed on the walls. W Hotels has also eliminated desks in some rooms. In their place, flexible banquettes allow guests to entertain friends or, if necessary, respond to email.
The brand also discarded the Detox, Retox, Repeat motto it adopted in 2018 The W Hollywood’s new Fit gym is located on the ground floor, and features halo lights that will melt any LA fitfluencer. W Hotels’ Away Spas are also a priority—the W Prague might have one of the best hydrotherapy circuits anywhere. W Hotels doesn’t want to lose the pleasures; they just want you to enjoy a walk in a shiny onyx caldarium with mists that mimic springtime rainfall.
The Years of W
1998
Starwood Hotels & Resorts Worldwide chairman and CEO Barry Sternlicht introduces his new hotel concept with W New York on Lexington Avenue. Cindy Crawford and Rande Gerber were guests of honor at the W Hotels Living Room concept’s opening night.
1999
The brand is heading west W San FranciscoWhile the W New York has become an instant success, it is home to the Dalai Lama and Richard Gere. It also hosts 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 becomes known for having the toughest door in town.
2002
W Hotels has launched its signature Whatever/Whenever service, which provides guests with 24-hour dining in their rooms and concierge services.
2004
W Hotels Logos in Neon Expanded to Global Market Mexico City, Montreal, and Seoul. W becomes the very first hospitality brand sponsoring New York Fashion Week. They launch their own backstage lounges featuring DJs and celebrities such as the Hilton sisters.
2008
The salacious CW Show Gossip Girl, Blair Waldorf’s mother hosts a fashion show inside the W New York–Union Square’s landmarked ballroom.
2009
Michaelangelo L’Acqua has been appointed the first global director of music at W Hotels. His DJ series sees members of LCD Soundsystem, TV on the Radio, and other bands of the moment spin at W New York– Union Square.
2018
W Hotels Wake Up Call Music Festival hits Hollywood, Barcelona and Bali with Charli, XCX, and other acts.
2019
W Hotels is first hotel brand to launch a float on the NYC Pride Parade.
2025
W New York–Union Square officially reopens as the brand’s new flagship with David Rockwell as the designer again. The gym is 1,500 square feet with mosaics that are inspired by the metro and a floating staircase in the lobby. The cost of the entire hotel renovation: $100 million.
This article appeared in September/October 2025 issue Condé Nast Traveler. Subscribe to the Magazine here.
