Starwood Hotels Announces Project X,Y,Z
A W Hotel in every small town? Not quite, but Starwood Hotels have announced "Project X,Y,Z" a new line of lower-cost hotels that will share the W Hotel aesthetic. XYZ hotels will have urban-look loft-styled guest rooms with wireless internet and walk-in showers similar to this room from the W Hotel in San Francisco. The hotels will also have lots of outdoor space and an "energetic lounge scene." The vibe is supposed to be cheaper but still cool, modeled on brands like Target, Mini Cooper and Jet Blue. The hotels are being created for smaller cities with a lower price point but that still want to have a W-inspired product. An experiential room to introduce the new brand will be shown to select real estate developers attending this week's New York University International Hospitality Industry Investment Conference. The real thing won't be open until 2007 but the plan is to have more than 500 of these hotels by 2015.