W New York in Lexington Avenue that opened its doors back in 1998 will exit the W brand this coming April, although you can still book it on SPG’s system way out to the future.
This was the first ever W Hotel but the building doesn’t allow the property renovated to reflect the brand’s current requirements and their review score (3.2 out of 5) from the guest who have stayed at the property is very low.
You can access W New York’s SPG page here.
Here’s an excerpt from Hotel Business that broke the news (access their piece here):
“It is a hotel that we have been super proud of, and it is really the hotel that started everything,” said Anthony Ingham, brand leader for W Hotels. “It started what W is today with 53 hotels around the world and 40 more in the pipeline under construction. It changed the game in New York at its time, but the brand has evolved and as the brand has become more mature. We have been opening hotels all around the world—and now more recently back in the U.S.—that are increasingly purpose-built hotels with extraordinary architecture and a high level of design and quality, and a complex physical layout of bars, restaurants, nightlife and lifestyle spaces.”
The hotel may stay under SPG/Marriott under Tribute or Autograph Collection soft brands. It is unclear at this time (and I would assume that Tribute soft brand is folded to Autograph Collection when all is said and done).
It is always sad to see the first ever property carrying the brand to leave but I guess that you cannot stop the evolution in brand standard requirements.