Dive Brief:
- Marriott International is expanding its luxury JW Marriott brand, opening Virginia’s first hotel under the flag and bringing a convention-oriented property to downtown Detroit.
- Work is underway on the JW Marriott at Reston Station, set to anchor a mixed-use and transit-oriented community in the Dulles Corridor in Reston, Virginia. The hotel company is also developing the JW Marriott Detroit Water Square on the site of the former Joe Louis Arena, according to multiple reports.
- The brand expansion comes as Marriott makes a concerted push in the luxury segment, which has seen increased traveler demand worldwide, Marriott Chief Development Officer for U.S. Luxury Brands and Global Mixed-Use Dana Jacobsohn told Hotel Dive last month.
Dive Insight:
Development is underway on the JW Marriott at Reston Station, a 243-key hotel within a 28-story high-rise. Above the 12-story hotel, there will be 94 luxury JW Marriott-branded condominium units, according to a release from Crescent Hotels & Resorts, which will manage the property.
JW Marriott at Reston Station will offer amenities including a JW Club, fitness facility, fine-dining restaurant, bar and café. The hotel will also feature 25,000 square feet of event space, including a 9,000-square-foot main ballroom.
Set to open in mid-2025, the project will be the centerpiece of The Row at Reston Station, a $1.3 billion development spanning approximately 1.5 million square feet by Comstock Holding Companies.
Marriott is also bringing the JW Marriott brand to downtown Detroit. Construction on the 600-room hotel connected to Detroit’s Huntington Place convention center began in April and is slated to wrap in early 2027, Hotel Management reported.
The expansion of JW Marriott comes amid Marriott’s larger push in luxury. During an investors meeting last fall, the company laid out its strategic growth plans in the segment, touting anticipated portfolio growth through 2025.
Last month, the hotel company announced that it will convert three U.S. luxury properties, including Turtle Bay Resort on Oahu, Hawaii, to brands within the Marriott Bonvoy portfolio.
At the time of the announcement, Marriott’s Jacobsohn told Hotel Dive that “luxury continues to be a top priority” for the hotel company, as more travelers seek immersive experiences.
In McKinsey & Company’s May “State of Tourism and Hospitality 2024” report, the firm predicted demand for luxury hospitality will grow faster than any other travel segment.
