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  1. Home
  2. Brands
  3. Travel & Hospitality
  4. W Hotels
W Hotels logo
Travel & Hospitality

Who Owns W Hotels?

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

Marriott International

Acquired

2016

Status

Publicly Traded

Headquarters

Bethesda, Maryland, USA

W Hotels Timeline

1927
Marriott International

Parent company established in Bethesda, Maryland, USA

Company Founded
1998

W Hotels

Founded by Starwood Hotels and Resorts (internal development)

Founded
2016
Acquired by Marriott International

Marriott International acquired W Hotels

Acquired
luxuryluxuryGlobalOfficial Website

Who Owns W Hotels?

  • Parent Company: Marriott International
  • Ownership Type: Wholly owned
  • Acquisition Year: 2016
  • Company Type: Publicly Traded
  • Stock Ticker: NASDAQ: MAR
BrandParent CompanyOwnership Type
W HotelsMarriott InternationalWholly owned

History of W Hotels

  • Founded: 1998
  • Founders: Starwood Hotels and Resorts (internal development)
  • Acquired by Marriott International: 2016

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.

About Marriott International

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.

  • Founded: 1927
  • Headquarters: Bethesda, Maryland, USA
  • Company Type: Publicly Traded
  • Stock: NASDAQ: MAR
  • Revenue: $25.5 billion (FY2025, calendar year ended December 31, 2025)
  • Employees: Approximately 425,000

Visit Marriott International website

View full company profile for Marriott International

Where Is W Hotels Made / Based?

  • Headquarters: Bethesda, Maryland, USA

W Hotels Categories & Tags

Luxury HotelsLifestyle HotelsHotelsMarriottHospitality

W Hotels Sustainability & Ethics

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.

Awards & Recognition

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 Recalls & Controversies

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.

Brands Owned by Marriott International

Autograph Collection HotelsTravel Hospitality

Autograph Collection Hotels

Owned by Marriott International

Marriott's original soft brand of independent luxury and premium hotels, launched in 2010 with approximately 330 curated properties worldwide.

hotelsindependent-hotelssoft-brand
Courtyard by MarriottTravel Hospitality

Courtyard by Marriott

Owned by Marriott International

Select-service hotel brand launched by Marriott in 1983, operating approximately 1,300 properties worldwide for business travelers.

hotelsselect-servicebusiness-travel
Delta Hotels by MarriottTravel Hospitality

Delta Hotels by Marriott

Owned by Marriott International

Canadian premium hotel brand founded in 1962, acquired by Marriott International in 2015 and expanding globally with approximately 110 properties.

hotelspremium-hotelscanada
Design HotelsTravel Hospitality

Design Hotels

Owned by Marriott International

Curated collection of independent design-driven hotels founded in 1993, fully owned by Marriott International since 2020.

hotelsboutique-hotelsdesign-hotels
Element HotelsTravel Hospitality

Element Hotels

Owned by Marriott International

Eco-conscious extended-stay hotel brand launched by Starwood in 2008, owned by Marriott International with approximately 110 properties.

hotelsextended-stayeco-friendly
Fairfield by MarriottTravel Hospitality

Fairfield by Marriott

Owned by Marriott International

Economy select-service hotel brand launched by Marriott in 1987, operating approximately 1,300 properties focused on consistent value.

hotelsselect-servicebudget-travel
View all brands owned by Marriott International

W Hotels Ownership: Pros & Cons

Advantages

  • +Marriott Bonvoy loyalty integration drives bookings across 230 million members
  • +Global development pipeline supports expansion into new markets
  • +Distinct lifestyle positioning reduces overlap with classic luxury sisters
  • +Marriott revenue systems optimize rates at design-led properties
  • +Brand refresh investment updates aging original properties

Considerations

  • -Starwood-era data breach affected guest trust and triggered penalties
  • -Crowded lifestyle category with competitors at every major group
  • -Sister-brand EDITION targets an overlapping luxury-lifestyle guest
  • -Design-led concept requires capital refresh to stay current
  • -Third-party ownership limits control over design execution

Frequently Asked Questions About W Hotels

Sources & Further Reading

  • W Hotels official website
  • Marriott International Investor Relations
  • Marriott 2025 Growth Milestones
  • W Hotels Wikipedia
  • Marriott-Starwood Acquisition
  • Marriott International Wikipedia
  • NASDAQ: Marriott (MAR)

Competitors to W Hotels

These competing brands operate in the same categories and provide similar products or services. Compare key attributes to understand market positioning and competitive landscape.

BrandParent CompanyCountryFoundedMarket PositionPrimary MarketGender Target
St. RegisSt. RegisSister Brand
Marriott International
USA
1904
LuxuryGlobalAll Genders
Courtyard by MarriottCourtyard by MarriottSister Brand
Marriott International
USA
1983
Mass marketGlobalAll Genders
Fairfield by MarriottFairfield by MarriottSister Brand
Marriott International
USA
1987
Mass marketGlobalAll Genders
Gaylord HotelsGaylord HotelsSister Brand
Marriott International
USA
1977
PremiumUnited statesAll Genders
JW MarriottJW MarriottSister Brand
Marriott International
USA
1984
LuxuryGlobalAll Genders
Marriott HotelsMarriott HotelsSister Brand
Marriott International
USA
1957
PremiumGlobalAll Genders

Learn More About Competitors

St. RegisTravel Hospitality

St. Regis

Owned by Marriott International

Ultra-luxury hotel brand founded in 1904 by John Jacob Astor IV, owned by Marriott International through the 2016 Starwood acquisition.

luxury-hotelshotelsbutler-service
Courtyard by MarriottTravel Hospitality

Courtyard by Marriott

Owned by Marriott International

Select-service hotel brand launched by Marriott in 1983, operating approximately 1,300 properties worldwide for business travelers.

hotelsselect-servicebusiness-travel
Fairfield by MarriottTravel Hospitality

Fairfield by Marriott

Owned by Marriott International

Economy select-service hotel brand launched by Marriott in 1987, operating approximately 1,300 properties focused on consistent value.

hotelsselect-servicebudget-travel
Gaylord HotelsTravel Hospitality

Gaylord Hotels

Owned by Marriott International

Resort and convention hotel brand known for massive atrium properties, acquired by Marriott in 2012 and owned in partnership with Ryman Hospitality.

hotelsconvention-hotelsresorts
JW MarriottTravel Hospitality

JW Marriott

Owned by Marriott International

Luxury hotel brand by Marriott International with 130 properties worldwide, named after founder J. Willard Marriott.

luxury-hotelsbusiness-travelleisure-travel
Marriott HotelsTravel Hospitality

Marriott Hotels

Owned by Marriott International

Flagship premium hotel brand of Marriott International, operating approximately 600 full-service hotels worldwide since 1957.

hotelsfull-service-hotelsbusiness-travel

Competitive Analysis

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.

Independent Alternatives to W Hotels

Looking for brands with different ownership structures? These similar brands are not owned by Marriott International, giving you alternative choices that support different corporate structures.

Atlantis ResortsTravel Hospitality

Atlantis Resorts

Owned by Kerzner International Holdings Limited

Luxury integrated resort brand operating properties in the Bahamas, Dubai, and China under two separate ownership structures, with new resorts announced for the Maldives and Saudi Arabia.

luxury-resortsintegrated-resortshospitality
Privately Owned

Atlantis Resorts is privately owned, unlike W Hotels which is under a publicly traded parent company.

Taj HotelsTravel Hospitality

Taj Hotels

Owned by Tata Group

India's flagship luxury hotel brand, operated by Indian Hotels Company Limited (IHCL), a subsidiary of Tata Group. One of the most recognized luxury hospitality brands in Asia with approximately 350 hotels globally.

luxury-hotelsindian-brandhospitality
Privately Owned

Taj Hotels is privately owned, unlike W Hotels which is under a publicly traded parent company.

The Cove AtlantisTravel Hospitality

The Cove Atlantis

Owned by Kerzner International Holdings Limited

600-suite luxury adults-only tower at Atlantis Paradise Island offering elevated accommodations, private pools, and exclusive amenities.

luxury-hoteladults-onlyresort-accommodation
Privately Owned

The Cove Atlantis is privately owned, unlike W Hotels which is under a publicly traded parent company.

The Ritz LondonTravel Hospitality

The Ritz London

Owned by Ritz Hotel (London) Limited

Iconic five-star luxury hotel on Piccadilly in London, founded by Cesar Ritz in 1906 and privately owned by Qatari businessman Abdulhadi Mana Al-Hajri since March 2020.

luxury-hotellondonfive-star
Privately Owned

The Ritz London is privately owned, unlike W Hotels which is under a publicly traded parent company.

Dolphin CayTravel Hospitality

Dolphin Cay

Owned by Kerzner International Holdings Limited

14-acre marine habitat and conservation center at Atlantis Paradise Island offering dolphin encounters and marine education programs.

marine-habitatdolphin-encounterconservation
Privately Owned

Dolphin Cay is privately owned, unlike W Hotels which is under a publicly traded parent company.

Finns Beach ClubTravel Hospitality

Finns Beach Club

Owned by FINNS Bali Group

Beachfront entertainment venue in Canggu, Bali, known for infinity pools, dining, and sunset events. Operated by PT Pantai Semara Nusantara.

beach-clubhospitalitybali
Privately Owned

Finns Beach Club is privately owned, unlike W Hotels which is under a publicly traded parent company.

Marriott International Stock Information

Jobs at Marriott International

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Last reviewed: September 26, 2026 · Reviewed by Who Brands Editorial Team