W Hotels: Building brand buzz in Singapore

Low Lai Chow

W Hotels distinguishes itself from other luxury hotels by not actively marketing its rooms but by selling an emotional connection.

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...

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