When Marriott International made the strategic decision for W Hotels to enter the all-inclusive resort space, they needed a name that would evoke the hotel’s celebrated history as the destination for a global community of stylish and edgy tastemakers. The challenge for us was how to make the staid concept of an all-inclusive resort sound unique and niche, something that would intrigue a new generation of travelers who value immersive experiences and lifestyle amenities. As wordsmiths, we know how daunting the world of nomenclature can be. Luckily for us, this is what we love to do.
