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Marriott’s Mission: Make W Hotels Cool Again

By Nancy Trejos, Skift

Marriott International

Marriott International plans to renovate the W Union Square in New York as part of its brand refresh of the once hip W Hotel brand. It will likely re-open in 2022. Marriott International

Skift Take: W Hotels were once the hottest hangouts in town but two decades after its creation, it has been overshadowed by its younger competitors. Marriott inherited the W Hotel brand when it bought Starwood in 2016. Now it’s up to Marriott to make the W brand shine again.

— Nancy Trejos

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