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W Hotels transforms guest experience via mobile booking, concierge app

June 13, 2011

W Hotels is driving new and existing guests to its locations by letting them book rooms, order room service and get insider access via an iPhone application.

The company has integrated tips, fashion finds and incorporated a music platform with exclusive content. The app is available for free download in Apple’s App Store.

“The W global iPhone app extends the W lifestyle by providing value with exclusive music content, W Insider tips, fashion finds, trends and access to W Hotel’s The Store,” said a W Hotels spokesperson, New York.

“The app serves as a clear business driver for W Hotels as guests are now booking guestrooms and looking for content through mobile apps,” the spokesperson said.

Mobile service
In addition to booking rooms, consumers can check out the local weather, get directions or browse photos.

Guests can connect with friends and family via Facebook, Twitter and Foursquare directly via the W Hotels app.

Consumers can also view and order from the hotel’s in-room dining menus or treat someone else to champagne or snacks to any guest room at any location.

Consumers can order room service or request something else via the app

Exclusive offerings
The app also offers special events and exclusive W Happenings.

Guests can click on the insider tab on each hotel page to view the promotions occurring.

The “I Need” tab lets consumers request immediate service and they can ask for special requests or send the hotel an email via the app.

Additionally, the Special Offers page lets consumers check out what is happening at W Hotels around the world, as well as lets them find a special deal for their next stay.

“The global iPhone application is a vital, new communication channel for W Hotels that allows further connection with the target audience, while bringing to life the passions of the W brand,” the W spokesperson said.

“The W iPhone app is another way for W loyalists to stay connected 24/7. Starwood and W Hotels are committed to capitalizing on the digital space to transform the guest experience.”

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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