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...

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

READ THIS ARTICLE FOR $15
$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in