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From artwork to amenities, JW Marriott announces new partnerships at hotels

Posted by Melanie Nayer  March 30, 2012 06:37 AM

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You've used the bathroom amenities and eyed curiously at the artwork in your hotel guest room, but have you actually ever thought about where they come from, or why those particular elements and amenities are there? Have you ever considered why your hotel bathroom soap has a particular scent, or why those three particular magazines were left on your guest room night stand?

hotel-decor.jpgUnique artwork and sculpture discovered in the JW Marriott Los Angeles LA LIVE hotel.

This week I'm at the Marriott International Global General's Manager conference in Los Angeles, where all the general managers of the brands within Marriott International are represented. While I was here, the JW Marriott brand took me through a tour of their partnerships and offered a little insight into why, and how, specific partners are paired with hotels.

The JW Marriott Brand Partnerships were launched in 2011 as a way to bring a bit more "lifestyle" into the guest experience. Using everyday concepts that we as guests use at home, (think: scented soaps, yoga mats, and magnets on our refrigerators with favorite quotes and funny sayings). JW Marriott created strategic partnerships with leading luxury brands in nutrition, culinary, art, culture, and wellness. The purpose, according to JW Marriott, was to "enrich the luxury experiences" that are relevant in guests' every day lives. What defines the "luxury experience" is different for every guest, which got me thinking about the variety of amenities I find in hotel guest rooms, and how many of those are part of my every day life.

For example, on a recent visit to the The Pierre New York I was enamored by the hotel's unique bed settings. The strategic placements of the pillows and one-of-a-kind Indian silk bed throws made me want to perserve the beauty of the bed, but at the same time it evoked the simple pleasures of sleep. On a much different angle, at the Renaissance Hotel 57 in New York City, one of the in-room guest room amenities are aromatherapy-scented foot wipes, meant to soothe your tired feet after a day of walking around Manhattan. Both of these in-room enhancements brought a unique aspect to the guest room, unbeknownst to me at the time. So when the JW partnership panels were displayed, I was eager to learn a little more about why each one was selected, and the type of influence they intend their products to have on hotel guests.

taj-fabric.jpgThe bed display at The Pierre, New York

Here's what coming in the JW hotels:

Aromatherapy Associates: Whether you can smell it or not, every bathroom amenity has a very unique scent, and for good reason: to soothe the mood of the traveler. Starting this month, JW Marriott will launch a new line of bath amenities with Aromatherapy Associates. All hotels will have the product line in rooms by year-end, and JW will be rolling out an Aromatherapy Associates signature scent for the brand.

aroma-inroom.jpgA turndown amenity from Aromatherapy Associates at JW Marriott Los Angeles LA LIVE Hotel

Christie’s: A leader in the world's art business, Christie's and JW Marriott have partnered
to give art a prominent place in hotels. The partnership will include “What Not To Miss Guides”, which will provide JW Marriott guests with information on Christie’s favorite museums, galleries, restaurants, nightlife and shopping in cities worldwide including London, Los Angeles, Mexico City, Mumbai, Shanghai and Chicago.

Treasury Wines Estates – Etude Wineries: One of the biggest trends in luxury travel over the past few years has been the attention to fine dining and wine experiences. To capitalize on this trend, JW Marriott partnered with the boutique Etude Wines to give customers access to New World wines, while maintaining the wine list classics that guests are most familiar with. The partnership will include everything from hosting wine makers for exclusive dinners at JW Marriott properties, to on-property wine programs for guests like food pairings and tastings.

In addition the corporate partnerships mentioned above, the JW Marriott brand is also working with experts like Keri Glassman and Dr. Pamela Peeke to provide guests with tips on maintaining a healthy lifestyle while traveling. You'll find everything from new room service menus to wellness retreats and turndown cards suggesting helpful mantras for living a healthier life.

Readers: What's been your favorite hotel amenity -- in the guest room or elsewhere in the hotel?

This blog is not written or edited by or the Boston Globe.
The author is solely responsible for the content.

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About the author

Melanie Nayer is a travel writer who spent many years in the newsroom before jetting off to see the world. Her goal is to bring readers the best insider information More »

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