Currently referred to as "Project XYZ", a new hotel brand is being developed by the team that created W Hotels. Sharing some of the characteristics of what the industry refers to as select service, XYZ will create a new category leveraging its W lineage and delivering a unique lifestyle experience which has been historically absent at this end of the hotel spectrum.
The release reads:
At XYZ, guests will have all the comforts of home, and then some. Each new hotel will feature anywhere from 90-180 loft-like guest rooms designed more like a downtown dwelling one might see in a shelter magazine than the tired decor typical in today’s select service hotel rooms
To combat the boring, bland and lonely feel of lobbies pervasive in the select service arena, XYZ’s public spaces are designed to draw guests from their rooms with a number of super social offerings. Light-filled "Commons" spaces featuring dramatic water and fire elements, a destination lounge and a comfortable, sunken conversation area designated the "Pit Stop" and a 24-hour "Kitchen" area boasting sweet, savory and healthy prepared food and treats promise to beckon guests day and night.
"We’re taking a fresh look at an old and tired model, and creating something new and exciting, a total challenge to the status quo," said Ross Klein, Senior Vice President and Chief Marketing Officer for W Hotels Worldwide. "XYZ is the first authentic reinvention of on the road hospitality in 75 years. Honoring the romance that was once associated with car travel, we will deliver a roadside oasis that doesn’t exist today …executed with the spin of W heritage."
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