Luxury US lifestyle hotel brand, W Hotels, has opened its first resort hotel, the W Retreat and Spa - Maldives.The seven-year-old W Hotels brand (part of the Starwood group) opened the resort in September and is planning more resorts..
Ross Klein, president of W Hotels says: "The W hotels in New York and LA have always been urban oases and there is still the escape element to them, so the next step was to put our W personality onto where people go [for leisure]."
W Maldives is set on the island of Fesdu, in the North Ari Atoll. It has 78 private villas (either overlooking water or on the beach), each with its own plunge pool and sundeck. The resort has six gourmet restaurants including 15BELOW, a cave-like bar 15m underground, and a spa with Bliss products.
The move from city hotel to resort was a natural progression for the brand according to Klein: "The opportunity came up and we wanted to do it in true W form. We picked an exotic and fun location. It's the "ying yang" of the W personality; it's hip and humble and at the same time comfortable and cool."
W Maldives is not alone as a luxury retreat in the island republic. Other established resorts include: the Hilton Maldives Resort and Spa, with its underwater restaurant, two Four Seasons resorts and two One&Only resorts. Shangri-La will make its entrance in 2008.
However, Klein believes W Maldives has something different to offer. "Luxury was very different seven years ago [when W was launched]. It was a very traditional luxury but W was born out of a real change. W is a very approachable luxury; we want the experience to be inclusionary [sic]. We want to be everything; but definitely not traditional."
Damon Page, general manager of the W Maldives explains that the retreat will offer guests the "whatever, whenever, wherever" service approach. So, for example, if a guest wants to drive the resort's speedboat, they will be accommodated, or if they want to learn how to cook, the chef will allow them into the kitchen to do so.
The aim is to move away from simply lying on the beach. Klein believes that after a few days of doing this you reach a "plateau of passive pleasure" and your senses need more stimulation.
Page says: "We wanted to stimulate the senses, so that the senses are engaged but not bombarded."
Klein says: "There is no typical W customer - that's the key. We wanted it to be our own version of Fantasy Island."
In the future W retreats will focus on "winter playgrounds" as well as beach locations, Klein revealed.
Internationally, W Hotels has announced plans for properties in Vieques, Barcelona, Hong Kong, Shanghai, Santiago, Athens, Istanbul, Doha and Dubai. Noticeably, London is missing from the list.
Klein says: "Europe is different to the United States. When we do come to London and Paris, it won't be a "cookie cutter" of what we have in New York. It has to be unique to each location. And we are poised now."
He adds: "Seven years is not anywhere near the brand maturity, but seven years is the perfect time, now we have established a place in the market. It's hard to believe that seven years ago there were no W Hotels at all."
For more information, visit whotels.com, starwoodhotels.com.
In other news, W looks set to develop another brand,although again, its beginnings will be in the US.
The new Aloft brand has been created by the W team but is a "freestanding" brand. It aims to be a "re-invention of utility travel", for travellers on the road in between the big cities.
Klein says: 'I must emphasise that Aloft is not a W 'light'. We looked at the personality of W and had a chance to develop Aloft. It is a limited and select service brand. We looked at everyone from a road warrior to college kids to families and retirees."
The idea is that when you stop on the road you not only want to refresh yourself, but also be in a refreshing space.
Klein adds: "Aloft is ahead of its time. Technology-wise, all hotels have wifi now, so of course we are looking to the future to see what travellers will need for, say, 2010."
The first Aloft hotels will be at Philadelphia Airport and in Lexington Massachusetts. The group plans to have more than 500 Aloft hotels by 2015, worldwide.
See alofthotels.com for more information.
Report by Felicity Cousins
