The First W Hotel Is No Longer a W Hotel

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Christian Heeb

The original W Hotel in Manhattan helped launch a boutique luxury chain that now includes more than 50 hotels around the world. It recently changed names to become the Maxwell, and is now part of Marriott's Tribute Portfolio collection of hotels. Christian Heeb



Skift Take: It's particularly bittersweet that the hotel largely responsible for bringing boutique lodging into the mainstream no longer bears the "W" brand. Its fate also serves as a cautionary tale for hoteliers on maintaining relevancy in hospitality: Just because you were cool before doesn't mean you always will be.

— Deanna Ting

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