NEW YORK | Inspired by the mantra that made hotel history, W Hotels Worldwide is re-launching its founding "Whatever/Whenever" philosophy with five new experiential offerings sure to turn the most discerning travelers into believers. Starting April 17th, guests who have long been treated to whatever they want, whenever they want it by pressing the Whatever/Whenever button on their hotel phone, will be offered new luxuries like luggage free travel, thoughtful pillow menus, portable snacks for the plane ride home and more.

Since the launch of Whatever/Whenever, W guests around the world from San Diego to Seoul have requested anything and everything from a pair jogging shoes at 2am to private Jet service to the Hamptons to everyone's favorite – a bathtub filled with chocolates. Based on this long-standing service philosophy that, according to the New York Post, "got the hotel market a little hot and bothered" when it was introduced, the W brand has made the following new amenities part of its Whatever/Whenever experience in every hotel.

You've Got Text

W Hotels will be the first hotel brand to use SMS text messaging, courtesy of technology developed by UPOC networks, as a way to communicate with its guests during their stay. Upon the guest's request, Whatever/Whenever – which has its own department in every hotel! – will let guests know when their room is ready after check-in, when a package has arrived, when their dry cleaning has been delivered and more by sending a quick text message to their cell phone. W guests can also communicate with Whatever/Whenever to confirm or change reservations for restaurants, spa appointments and any other needs or wishes. Higher phone bills won't be an issue as the hotels will credit the guest's account for all W communication during their stay.

When Waking Up Is Hard to Do

For the sleepy-eyed guest who dreads the uninspiring wake-up call on the road, W has created a four-option menu, enabling the guest to select how they would like to start the day. For the philosopher, W will call with an inspiring message to get the day started on a positive note, or for the guest on the go, a quick simple call with the time and date will be offered. Guests whose days are packed with meetings can be awakened with the location and time of their first appointment. And for the adventurous guest who isn't sure where he or she will end up, W will also offer wake up calls to cell phones.

Make a B-line For Neverland

Guests are sure to find the most comfortable slumber ever when W introduces its new pillow menu. The menu consists of three pillow types – perfect for making guests feel at home away from home. A neck-roll pillow for those who prefer support, a body pillow for those wishing to snuggle up with something soft, and a hypoallergenic pillow for guests with sensitive noses will be offered through the menu. For those who fall in love with their pillow – and they often do – each type will be offered at W Hotels the Store,

Yes, We'll Take On Your Baggage

W has partnered with Luggage Free () to help guests say goodbye to the hassle of carrying bulky bags and overstuffed suitcases through crowded airports and in and out of cars. For those who like to spend their travels shopping Madison, Melrose, or the Miracle Mile – accumulating too many packages will no longer be a problem. Luggage Free offers guests door-to-door delivery of packages. And for those who hate coming home to laundry, W will clean clothes from the stay and have them sent home. With Luggage Free, W guests no longer have to feel restrained by golf clubs, strollers, skis or other bulky objects – nothing is too big, too heavy, or too burdensome, making traveling easier than ever.

Board With a Bite

With food service on airplanes nearly extinct, W has created an amenity to ensure its busy guests will never go hungry. In addition to printing airline-boarding passes for departing guests, the hotels will offer freshly-made meals to go, including a sandwich of choice from W's in-room dining menu, a bag of chips, a bottle of Voss water, an apple, and cookies. Guests will also receive a piece of "W in-flight entertainment", which might include a mini puzzle, silly putty or something else to help keep them content up in the clouds.

In addition to these latest offerings, W will launch an advertising campaign in June publications featuring the tagline "Whatever/Whenever (Really!)" accompanied by some of the W team's favorite Whatever/Whenever stories.

W Hotels is a global lifestyle brand with 20 properties in the most vibrant cities around the world. Inspiring and indulging its guests with thoughtful, refreshing and stylish experiences, signature restaurants, bars and destination spas, W has become the fastest growing luxury hotel brand in the world. Each hotel offers a unique mix of innovative design, comfort and cultural influences from fashion to music to art and everything in between. Recent openings include W's first property in Asia, W Seoul – Walkerhill and its first property in Canada, W Montreal. W Residences, offering the W lifestyle at home, have been announced for Las Vegas, Hollywood, Dallas, South Beach, Phoenix, Scottsdale and Hoboken. Internationally, W has announced plans for hotels in the Maldives, Barcelona, Hong Kong, Shanghai and Dubai. For more information, visit .

Jane Lehman