W Hotels: Building brand buzz in Singapore

Low Lai Chow

Compared to W Hotels' first Asian hotel eight years ago in Seoul, the brand's Singapore launch was much more straightforward.

"At that time W was very new to Asia," Rosmalia Hardman, Sales and Marketing Director of W Hotel Singapore, told the Loyalty World Asia conference in Singapore. "It was such an American brand – it was a huge challenge."

W Hotels is one of the luxury brands under the Starwoods Hotels and Resorts Worldwide group, with 43 hotels worldwide. Located in Sentosa Cove, W Hotel Singapore is the seventh W Hotel in Asia alongside Seoul, Hong Kong, Koh Samui, Taipei, the Maldives and Bali. It opened on 16 September.

"Our marketing approach is not typical of a hotel brand. We do not market or sell our guest rooms. That comes secondary. What we sell is… the emotional connection. It's all about the emotive elements."