Marriott International has announced plans to renovate the 270-room W New York –Union Square, following the acquisition of the hotel.
The group has paid $206 million to purchase the property, and will now “transform the existing hotel into a cutting-edge W Hotels showcase”.
The 20-storey property is located at 201 Parke Avenue South in Manhattan’s Union Square district, and is one of three W hotels in New York, the others being the W New York – Times Square, and the W New York – Downtown.
Marriott said that the renovation of the Union Square property “seeks to unlock the property’s untapped potential with plans for a signature, socially-charged spa and an expanded restaurant on one of New York City’s most bustling street corners”.
The group added that the hotel would be “the incubator and catalyst for a new vision for W in North America – one focused on immersive, next-level contextual design; authentic, experiential programming, and a fresh take on the brand’s signature Whatever/Whenever service philosophy”.
W properties are scheduled to open in the North American cities of Philadelphia and Toronto next year, and the W Washington DC recently completed a $50 million renovation project.
Commenting on the news Arne Sorenson, president and CEO, Marriott International, 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 strategy.
“When W was launched as a single hotel in New York 21 years ago with ground-breaking design and a bold approach to nightlife, it pushed the boundaries of how people thought about a hotel.
“Given how much travellers crave these types of experiences today and the brand’s global reach, we see limitless potential for the W brand with hotel owners and developers, travelers and locals.”