
W Hotels is a luxury lifestyle hotel brand owned by Marriott International, Inc. (NASDAQ: MAR). Starwood Hotels launched the brand in New York in 1998, and it joined Marriott through the 2016 Starwood acquisition. W Hotels operates approximately 75 properties worldwide, targeting design-conscious travelers in major cities and resort destinations.
Parent Company
Acquired
2016
Status
Publicly Traded
Headquarters
| Brand | Parent Company | Ownership Type |
|---|---|---|
| W Hotels | Marriott International | Wholly owned |
Starwood Hotels opened the first W in New York in December 1998, converting an existing hotel on Lexington Avenue into a design-led property that rejected traditional luxury conventions. The concept targeted younger affluent travelers who found conventional luxury hotels staid, substituting bold design, nightclub energy, and casual service for formality.
The brand expanded rapidly through the 2000s, becoming the pioneer of the lifestyle hotel category that competitors subsequently imitated. W properties opened in Los Angeles, San Francisco, Miami, and internationally in Seoul, Mexico City, Barcelona, and the Maldives. The W Residences concept attached branded apartments to hotels, extending the brand into residential real estate.
W's "Whatever/Whenever" service promise and its living room lobby concept became signature elements. The brand also developed a distinct cultural program around music and fashion, sponsoring events and hosting DJs at properties to reinforce its lifestyle positioning.
By the time of the 2016 Starwood acquisition, W operated more than 60 hotels. Under Marriott, the brand continued expanding in gateway cities and resort markets, with a design refresh in the 2020s updating original properties to contemporary standards while preserving the brand's design-first identity.
W's integration into Marriott gave it access to the Bonvoy loyalty program and Marriott's development pipeline, which have supported steady growth to approximately 75 properties as of 2026.
What does Marriott International own?
Marriott International owns over 30 hotel brands including The Ritz-Carlton, St. Regis, W Hotels, JW Marriott, Marriott Hotels, Sheraton, Westin, Courtyard, Fairfield, Residence Inn, Moxy, and City Express by Marriott. The company operates approximately 9,500 properties in 140-plus countries and territories. However, Marriott owns very few of the physical hotel buildings. Approximately 99% of properties are managed or franchised for third-party owners. Marriott also owns the Marriott Bonvoy loyalty program with over 230 million members.
Is Marriott International publicly traded?
Yes, Marriott International, Inc. is listed on NASDAQ under the ticker MAR. The company has been publicly traded since 1953. The Marriott family retains a significant but non-controlling ownership stake. Major institutional shareholders include Vanguard Group, BlackRock, and State Street. The company has a single-class share structure with one vote per share.
Who founded Marriott International?
Marriott was founded by J. Willard Marriott and his wife Alice Marriott, who opened a root beer stand in Washington, D.C. in 1927. The company entered the hotel business in 1957 with the Twin Bridges Motor Hotel in Arlington, Virginia. J. Willard Marriott handed leadership to his son Bill Marriott in 1972. Marriott International was created in 1993 when Marriott Corporation split into Marriott International (hotels) and Host Marriott (real estate).
Where is Marriott International headquartered?
Marriott International is headquartered in Bethesda, Maryland, USA, near Washington, D.C. The company's global headquarters is located at 7750 Wisconsin Avenue, Bethesda, Maryland. The company operates approximately 9,500 properties in 140-plus countries and territories worldwide.
How many hotels does Marriott operate?
As of 2025, Marriott operates approximately 9,500 properties with over 1.7 million rooms across 140-plus countries and territories. The company has a development pipeline of approximately 3,800 properties and 590,000 rooms, representing significant future growth. Over half of the development pipeline is in international markets.
What is Marriott Bonvoy?
Marriott Bonvoy is Marriott International's loyalty program, with over 230 million members as of 2025. The program was formed in 2019 by merging Marriott Rewards, The Ritz-Carlton Rewards, and Starwood Preferred Guest (SPG) following the 2016 Starwood acquisition. Members earn points on stays at Marriott properties, which can be redeemed for free nights, room upgrades, and other benefits. The program also includes co-branded credit cards with JPMorgan Chase and American Express.
Who is the CEO of Marriott International?
Anthony Capuano is the President and CEO of Marriott International, a position he has held since February 2021. He succeeded Arne Sorenson, who passed away from pancreatic cancer in February 2021. Capuano had been with Marriott for over 25 years before becoming CEO. The board of directors is chaired by David Marriott, grandson of founder J. Willard Marriott.
W Hotels operates under Marriott International's Serve360 sustainability platform, which commits the parent to net-zero emissions by 2050 with interim reduction targets. Properties implement Marriott's programs including the phase-out of single-use toiletry bottles in favor of larger dispensers.
The brand holds no independent sustainability certification at the brand level. Marriott publishes an annual sustainability report with verified emissions data covering all brands.
Individual W properties have received design and hospitality recognition, including placements in Conde Nast Traveler and Travel + Leisure reader polls and design publications. The brand is widely credited with creating the lifestyle hotel category, a designation cited across hospitality industry histories.
W Hotels was part of the Starwood system affected by the data breach disclosed by Marriott in 2018, which exposed approximately 339 million guest records from the Starwood reservation database. The breach predated the Marriott acquisition but resulted in a UK ICO fine of approximately $23.8 million, a 2024 FTC settlement requiring a 20-year security program, and a $52 million multistate payment.
These competing brands operate in the same categories and provide similar products or services. Compare key attributes to understand market positioning and competitive landscape.
| Brand | Parent Company | Country | Founded | Market Position | Primary Market | Gender Target |
|---|---|---|---|---|---|---|
| Marriott International | USA | 1904 | Luxury | Global | All Genders | |
| Marriott International | USA | 1983 | Mass market | Global | All Genders | |
| Marriott International | USA | 1987 | Mass market | Global | All Genders | |
| Marriott International | USA | 1977 | Premium | United states | All Genders | |
| Marriott International | USA | 1984 | Luxury | Global | All Genders | |
| Marriott International | USA | 1957 | Premium | Global | All Genders |
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Market Positioning: W Hotels competes with 6 brands in the same categories, ranging from mass market to luxury positioning.
Geographic Distribution: Competitors are headquartered across multiple regions, indicating global competition in this market segment.
Brand Heritage: Competitor brands range from established heritage brands to newer market entrants, with founding years spanning several decades.
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