The W Hotel brand is synonymous with luxurious amenities, spas, premier restaurants and also pricey rates.  However, to target travelers in their 20’s and 30’s the W has developed a niche that is catching on:  design conscious lodging without the extra amenities such as restaurants and spas, offering affordable prices wrapped in a hip environment.

In a recent report by the Wall Street Journal more hotel chains are following the trend and showing profitable results.   “When we look at the performance of these hotels…that are well-managed and have exceptional design do outperform,” said Bjorn Hanson, dean of the Tisch Center at New York University.

The “Aloft: A Vision of W” hotels are heavily invested in design to attract the younger crowd and have lobbies with a bar and pool tables.  “We didn’t want to take one of our brands and say, ‘This is just a lite version.’  We thought about everything from what the décor looks like, to how the talent is trained, to what the music is like in the lobby, to what the scent is,” stated Brian McGuiness, senior vice president of specialty brands of Starwood Hotels and Resorts Worldwide Inc.

Rates at a typical W Hotel can exceed $400 a night, while the Aloft Hotels start at less than $200.  Currently there are 45 Aloft hotels in the U.S. and others scheduled to open in Beijing, Brussels, Abu Dhabi and London by the end of the year.

Hospitality design makes the difference.  At Decorator Industries, our considerable experience in the hospitality industry makes us your first choice when dressing a new property or refurbishing an existing one. From affordable motels to business hotels and luxury properties our referrals tell the story of our success. We are proud of our team’s ability to meet your needs at every level.  From bed coverings to window treatments we offer an array of fashion-forward fabrics .  For further information or a quote please contact us at (866) 326-7521.

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