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It’s not uncommon to see hotels change their branding every so often for a variety of reasons. Typically it’s either because a hotel can’t conform to the standards of a brand anymore, or because a particular hotel’s branding isn’t meeting the revenue objectives for the hotel owners (n a vast majority of cases hotels are owned by investors, and the major global hotel brands just have management contracts for the hotels).
This particular situation is a pretty major development for a whole different reason. The first ever W Hotel was the W New York, located on Lexington Avenue, which opened in 1998. That was the hotel that started it all. Now that the hotel has been around for 20 years it’s generally not very well regarded, and it has the lowest guest rating scores of any Starwood hotel in New York City (it scores a 3.2 out of 5, which is quite low).
HotelBusiness reports that as of April 2018, the W New York will be rebranded, and will no longer be a W Hotel. This leaves the W brand in search of a new flagship property (though really this property was only ever “flagship” in the form of being the oldest property).
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