As stars tell stories of their stays, “Hotel Tales” poses W Hotels as a space for dynamic self-expression.
W Hotels, part of Marriott Bonvoy’s portfolio of over 30 brands, announces a new, unconventional brand campaign with “Hotel Tales.” Each tale, shot in an editorial-documentary style and written by Pat Regan, the writer of Emmy award-winning series “Hacks,” features iconic women stars—celebrated names such as Chloë Sevigny, Miranda Makaroff and Ziwe—recounting one-of-a-kind stories of their unexpected experiences while staying at W Hotels.
George Fleck, senior vice president and global brand leader of W Hotels, explains the concept behind the new series. “At W Hotels, we see our spaces as dynamic canvases where self-expression takes center stage and authentic stories unfold,” he says.
From its inception, W Hotels has posed itself as a brand that does things differently. Hotel Tales reflects this value, deviating from the norm of typical hotel brand campaigns depicting guests walking into a five-star setting and enjoying luxurious amenities among the brand’s aesthetic. Instead, Hotel Tales opts for eccentric, bold, character-based stories from known faces. It invites future guests to celebrate their own individuality and embark on an adventure, communicating that W Hotels is the place to do it.
Read More: Finding Your Signature Gala Style
As more Hotel Tales debut, they can be found on W Hotels’ Instagram and TikTok accounts.
Telling the Tales
The short format draws viewers into an immersive story as the tale’s character appears on camera and begins to recount their experience, continuing via voiceover as short clips flash across the screen. The stories and visuals are unique to each story and character—whether glamorous, energized, comedic, they are varying, distinct and perfectly authentic. As the stories wind to an end, each storyteller brings it back to: “You just had to be there.”
Fleck continues, “Our role is to capture and amplify these bold, unfiltered moments—the kind that reflect the energy and individuality of our guests and talent alike. Our hotels are places where creativity thrives and where the unexpected becomes a natural part of the narrative. This campaign is an extension of that ethos, celebrating the diverse, original experiences that define W Hotels and showcasing how we transform them into something truly unforgettable.”
At the core of the series is the cast of iconic, inimitable characters who allow their authenticity to shine in settings that amplify it.
W New York – Union Square
Take Chloë Sevigny, an American actress, fashion designer and former model known for her Oscar-nominated role in “Boys Don’t Cry” (1999) and work in television shows such as American Horror Story. When she needs to prepare for a new role set in the 90s, she ventures to W New York – Union Square, the brand’s newly reimagined flagship, and the location where the first W Hotel stepped onto the scene in 1998.
Read More: How to Brand Your Event—And Why It Matters
“I remember coming to an insane party here in, like, ’97 or ’98, so I knew an extended stay here would help get me into character,” she begins her tale.
There, she discovers a “Whatever/Whenever” button and decides to give it a try. Within moments, a Whatever/Whenever agent shows up at her door, arms filled with nineties relics, and helps Sevigny get into character.
Sevigny shares, in light of filming her hotel tale, “I have such fond memories of visiting W New York – Union Square back in the early aughts, and it’s been so much fun and nostalgic to return back, but with a fresh modern twist at the reimagined hotel. I’m excited to be part of the brand’s new era where we can all continue to write our own stories.”
W Hollywood
In the second Hotel Tale, multidisciplinary artist Miranda Makaroff appears onscreen, lounging by the pool at W Hollywood, as she recounts an unexpected romance out of a “meet-cute.” She begins, “It was around 3 a.m.—I was so hungry.”
She spins an exciting tale, recounting her decision to go downstairs to see if the restaurant was open. Along the way, she spots a tray of food outside a guest’s door, delivered by room service. She opts to grab some food off the tray—the tale shows Makaroff about to eat a French fry—when the door opens, and she pauses and gasps, caught red-handed. She’s surprised to see the guest is an attractive man.
“You had to be there,” she says. “But I was there, so I was lucky.”
Read More: New and Renovated: Aesthetics Perfected
Coming Soon
Stay tuned for an upcoming Hotel Tale featuring Ziwe, an American comedian, writer and television host. She will draw the viewer into her own story of a stay at W Nashville, where she seeks to enter her “cowgirl era.” With help from the hotel, she embarks on a night out on the town, taking in the vibrant nightlife of Music City.
The series’ writer Pat Regan remarks of the new series, “It’s been a true celebration of the next chapter for a brand that’s always been about setting new standards and embracing the bold. W Hotels celebrates individuality and lets guests be their truest selves—or alter their egos—to create stories worth telling. It was exciting to be part of something as dynamic as the brand itself. Because at the end of the day, it’s about being authentically yourself and having a bit of fun while doing it.”
Read More: How to Cultivate a State of Play at Events
At the center of Hotel Tales is this celebration of authenticity. W Hotels offers itself as a space where visitors reimagine what a luxury experience can be, with distinct design, refined service culture and passion-driven programming. As W Hotels continues to evolve as a brand, it invites visitors to take part in their own journeys of self-discovery alongside it.
