Dive Brief:
- Marriott International’s luxury W Hotels brand unveiled W Austin in Texas following a multimillion-dollar renovation that incorporated music-themed design elements and enhanced food and beverage offerings, the hotel company announced in a release.
- The renovation created “a music-centric entertainment hub for locals and visitors alike,” according to President and CEO of Ryman Hospitality Properties Mark Fioravanti. The project was completed in collaboration with Ryman Hospitality Properties subsidiary Opry Entertainment Group, which is also behind Nashville’s Grand Ole Opry music venue and the Austin City Limits music festival.
- The debut of the revamped W Austin follows a multiyear brand evolution of W Hotels aimed at redefining its “signature, untraditional approach to luxury,” brand leader George Fleck said in an October statement. W Hotels is actively expanding nationwide.
Dive Insight:
The renovation of W Austin “reinvigorates the downtown staple and enhances its status as a premier destination,” melding Austin's urban energy with its natural allure, according to Marriott.
The project updated the hotel’s 251 guest rooms with “rich textures and bold colors that capture Austin’s live music scene,” with concert photography by Austin City Limits photographer Scott Newton and Marshall Bluetooth speakers, Marriott detailed in the release. The hotel also offers the largest suite in downtown Austin, with panoramic views of the city’s skyline, according to Marriott.
The property’s Living Room — a signature of W Hotels lobbies — was updated with similar music-themed inspiration, featuring a centerpiece bar inspired by the fluid lines of a trumpet, Marriott shared. The space will host performances by local musical artists selected by the hotel’s music curator.
“Historically Austin has always been a hub for live music, trailblazers, and a bohemian lifestyle, and we wanted to reflect that through this hotel’s unique design,” Joanna McCreary, W Austin general manager, said in a statement.
The hotel also has several new dining concepts, including restaurant Serenade American Brasserie, coffee shop 2nd & Roast and Blue Room cocktail bar.
W Hotels is shaking up its offerings portfolio-wide and expanding to new markets. In October, the brand debuted W Hollywood, its renovated West Coast flagship hotel. Later that month, W Hotels announced its foray into Las Vegas with the conversion of MGM Resorts’ Delano Las Vegas on the Mandalay Bay Campus.
W Hotels, along with sister brand W Residences, is also expanding to Ohio with a $218 million dual-branded hotel and residences project in Cleveland. Additionally, Marriott will unveil a newly redesigned global flagship for W Hotels in New York City later this year.
