The W Atlanta - Downtown which opened in 2009, will in 2026 be reflagged, leaving Atlanta, once home to four W Hotels, with zero. The 237-room hotel opened in the aftermath of the Great Recession and faced foreclosure in 2010.
ToNeTo Atlanta first got wind of the planned conversion last summer, but only recently was able to confirm more details. The hotel is currently undergoing a renovation that is expected to be completed in late March. The goal as of now if for the hotel - the JW Marriott Atlanta Downtown - to open in April, well ahead of the first World Cup game on June 15.
The property also includes 75 residences that will as of April carry the JW Marriott Residences branding. Some condo listings are already mentioning the conversion in their marketing materials.
The hotel's on-site restaurant was once BLT Steak but the new York-based restaurant shuttered at the end of 2016 and was replaced in early 2019 by Local Motives, a "BeltLine inspired" American restaurant. Sources suggest that the restaurant will change again with the new hotel, but its concept and name were not immediately available.
The new JW Marriott marks the second in Atlanta to carry the JW flag joining the first- the JW Marriott Atlanta Buckhead - which opened along Lenox Road in 1988. The JW Marriott in Buckhead features 371 guestrooms and connectivity to Lenox Square.
We reported in 2018 that the JW Marriott was to be the flag at the new hotel at the Georgia World Congress Center, but that project changed and ultimately opened as the Signia by Hilton.
As for the W Hotels brand, the trendy flag will soon be completely gone from the Georgia market. The downtown property was once one of four in metro Atlanta but was the last one standing.
The W Atlanta Buckhead, W Atlanta Perimeter and W Atlanta Midtown have since reflagged into Hotel Colee, Atlanta Buckhead, Autograph Collection, Le Meridien Atlanta Perimeter, and The Starling Atlanta Midtown, Curio Collection by Hilton, respectively.
Are you surprised to see the W Hotel brand completely leave the Atlanta market? What is your favorite hotel in metro Atlanta? What hotel in metro Atlanta do you think has the best restaurant?
Please share your thoughts below.
17 comments:
The W Hotel is a millennial fever dream. But that generation acquired money/kids and desired classier things and thus began the natural transition away from nightclubs and neon. GenZ declined to continue the tradition of praying to a porcelain god every wkd night, so the brand is destined to die.
Not completely surprised here. The W brand has been continually dwindling across other cities and markets including here in Atlanta. There is alot of potential for this hotel and space and hopefully with the rebranding Marriott will be able to turn the corner in a real way.
I lived there from 2012 until late 2015. In terms of fit and finish, you will not find a nicer building with the quality of materials used. Despite being right on the highway, you'd seldom hear anything in the unit. But the residential parking sucked (shared with the EY building and forcing you through the always backed-up valet parking courtyard), and once BLT was gone, there really was NOTHING within walking distance other than Mellow Mushroom (despite phase 4 promising a Publix, which remains a vacant parking lot). Elevators were separate from the hotel, but the shared pool/fitness areas also sucked, given the price point and HOA. Sad to see but not surprised.
W brand was purchased by Marriott several years ago. They are just rebranding some locations. In Vegas and Prague they opened 2 new W brands
Who cares?
The W Hotel downtown is very tired and badly needed a renovation. As for the restaurant it was hit & miss, the service was terrible and food was subpar.
The W moniker of "Whatever, whenever, woof-woof, meow-meow" was trying to all cutesy to the Millennial shopper, but the weirdly colored rooms, uncomfortable furniture, and cheesy lobby decor was a bit much. The same thing goes for the Moxy brand of Marriott. I stayed at the Moxy Charlotte and the cold concrete floors and walls made it feel like I was staying in prison cell.
The JW's are ALL corporate owned properties and therefore attracts a higher calibre of clientele. I've stayed at this property whe attending an event in downtown and the only cool thing was the pool with a view of the skyline. I'm a Marriott Lifetime Titanium Elite with over 2000 nights of my life spent in Marriott hotels.
La Grotta Ravinia in the Crowne Plaza Dunwoody was very good for many years
Good to know…..
Wooo tee doo
Never stayed at W hotel in Atlanta. But frequent the W hotel when it was in New Orleans adjacent to the casino (prior to Katrina). Enjoy my stays. One of my favorite hotels.
I enjoy the Cafe Intermezzo inside the Lowe’s Hotel on Peachtree. It has changed locations a couple of times but the quality has been consistent for over 30 years.
I guess if you’ve got a lot of money to spend on a hotel room this is something that would interest you. But as for me I stay at Hilton Garden inns and Hampton Inn so unless they’re gonna change their name any time soon this doesn’t affect me one bit.
The Trump economy strikes again. Who has money for nice things when the Trump inflation from the Trump tariffs is out of control?
The Intercontinental Hotel in Buckhead has the best bar and best food. Pricey, but you're getting what you're paying for there.
Can I have your autograph?
I’ve been to the W three times and each time I wound up meeting an escort at the bar. Guess they’ll have to find a new place to peddle their wares
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