The W brand

Can you think of a brand that uses more than three of your senses?
Well, this past weekend we shared in a momentous occasion and stayed at the W Hotel Hoboken where we experienced the W brand.

“W”himsy and “W”onderlust
Central to the W brand are three core values – flirty, insider, escape. Employees are supposed to provide, in a flirty manner, an insider experience that allows guests to escape.

The W experience engages all your senses.

As you enter the hotel “living room” (the lobby) you experience candles flickering, fresh orchids in tall glass vases, dim lighting, stacked fashion books in a cozy sitting area, and incense burning.

They turn the lights down and the music up as the day goes on to create a more comfortable atmosphere in the evening.

The staff happily invites you to indulge in the fresh iced fruit water that changes flavor daily.

All the names of the physical spaces are warm, friendly and homey. Housekeepers are called “stylists’’ and elevators are called “lifts.’’ Hotel staff is also encouraged to use some words that begin with “W.’’

Their fun, playful and clever white canvas bags in the rooms hold additional amenities. Each bag creates intrigue and engages you with its peek-a-boo view and a clue in nice large readable sans serif letters as to what’s inside. A bag in the bathroom holding something white says “The Back Up Plan”. Would you have guessed it was toilet paper? It engages us and appeals to our sensibilities.

Employees are taught the W’s Secret Seven ways to create a positive guest experience. The Secret Seven are basic tenets of customer service, including smiling and using people’s names, but some, like “active listening,’’ to pick up on complaints overheard in the lobby.

Signature W CD’s in the rooms contain musical compilations based on the artistic sensibilities of their guests.

Hard and soft yet soothing surfaces are all consistent with the brand. The brand experience is extended through their Bliss Spa collection (complimentary in rooms) and their complimentary Acura shuttles.

The black, white, red, grey modern zen-like color scheme consistent throughout the hotel is relaxing, elegant, artistic and inspiring.

A frosted glass tabletop snack/convenience stand in each room slowly and continuously changes its color.

Upon leaving in our car that had been garaged in their valet parking, we found two bottles of water in the cupholders that displayed the words, “Wet Your Whistle”.
What more would you want when you stay away from home, than to be “W”hisked away, “W”owed and “W”oed by the W brand?