Marriott International has acquired the W New York -- Union
Square for $206 million and plans to transform the property into a showcase for
W Hotels' latest revitalization efforts.
Marriott International president and CEO Arne Sorenson said,
"There's no better place than New York City to reveal to the world the
future of our W Hotels brand, so we're tremendously excited about this
acquisition and the unique opportunity that it presents for our reinvention
Located at 201 Park Avenue South, the 270-room W New York --
Union Square resides in a 20-story Beaux Arts building that opened its doors in
1911 as the headquarters of the Guardian Life Insurance Company of America. The
property became a W hotel in 2000.
Marriott intends to create "a signature, socially charged
spa and an expanded restaurant" at the W New York -- Union Square, as well
as implement "immersive, next-level contextual design; authentic,
experiential programming; and a fresh take on the brand's signature
Whatever/Whenever service philosophy."
The move to turn the W New York -- Union Square into a brand
flagship comes as Marriott seeks to reinvigorate the 21-year-old W flag, with W owners across North America
committed to approximately $200 million in property renovations across the U.S.
The brand, which has 56 locations worldwide, recently
debuted its first North American mountain resort with the opening of W Aspen
and plans to open its first outposts in Philadelphia and Toronto next