Starwood’s forthcoming W London is to hold X Factor style auditions for key roles within the hotel, including the position of head concierge or “Insider”.
The debut of the group’s trendy W brand is set for February 2011, and ahead of this Starwood has launched a website inviting interested individuals to audition to be the “faces and talent of the hotel”.
In true W Hotels style the roles have names like Style and Wash (Housekeeping and Laundry), and one of the key positions is that of The Insider (aka the concierge), a role requiring “that special someone who knows London inside out – from the latest places to see and be seen, to those special need-to-know happenings”.
Individuals can submit entries for the roles at wlondon.co.uk/casting before September 24, when finalists will be contacted and set a number of tasks by the “W Ultimate Insider Team”, made up of J Alexander, star of America’s Next Top Model, David Waddington, co-owner of London’s Bistrotheque, Libby Sellers, founder of “pop up phenomenon Gallery”, and Kevin Rockey, general manager of W London. The finalists will then be interviewed in person on September 29.
Report by Mark Caswell