W Hotels: Redefining revelry

W Hotels is nothing like your hotel chains. It is breaking all the norms of traditional luxury, and millennials love it. Why?

⚡CONTEXT
Hotel chains provide consistent experiences in different parts of the world, but they don't reflect what's new and trendy in each destination.

🔫 TRIGGER
Fuel hotel guests’ lust for life, no matter where they are in the world.

🦸 HERO
A millennial with curiosity and passion for everything new and trendy, from fashion to music to culture. An energetic youth who would sacrifice sleep rather than miss out on amazing experiences.

⭐ IDEAL
In W Hotels own words, its mission is to redefine revelry for the modern jet set.

🗺️ PLOT
Provide hotel guests with unique and carefully curated music, fashion, "fuel" (aka wellness and exercise) and design experiences.

🎭 THEMES
Naturally, the brand talks about all things music, fashion, "fuel" and design. From the latest trends to future-gazing, W Hotels brand is like an "it-girl" who knows what's hot right now. It also gives a platform to female leaders and LGBTQ+ community.

📚RESOURCES
A part of the Marriott International family, W Hotels provide guests with model luxury in their smart, innovative, electric designs. The brand has created unique concepts such as Living Rooms (shared spaces), and Whatever/Whenever service. It also frequently launches fashion collaborations with up-and-coming designers.

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