Under Marriott's stewardship, W Hotels® has embraced a more sophisticated approach, shifting from its original ethos of "edgy disruption" to creating authentic experiences that resonate emotionally with both residents and guests. The brand’s design philosophy has evolved to feature softer palettes, natural light, tactile materials, and locally inspired, culturally sensitive elements—maintaining its signature style and social energy while becoming more refined and inviting.

Service standards are also being elevated to deliver a more polished and consistent guest experience, anchored by the brand’s signature Whatever/Whenever® philosophy, which focuses on providing anything guests want, whenever they want it. W Hotels continues to host a dynamic range of curated "happenings"—from live music and fashion pop-ups to cultural events and wellness activations—that reflect the unique spirit of each destination. With over 70 properties worldwide, W Hotels stands as a leading force in the luxury lifestyle segment, offering a modern, culturally immersive edge.