JW Marriott boosts luxury lineup

Premium hotel group JW Marriott is to team up with a host of top-end brands to boost its services for luxury-loving guests, it has announced.

JW Marriott, which operates 52 hotels designed to appeal to "sophisticated, self-assured travellers," said June 8 that the new partnerships with nutrition, culinary, art, culture, accessories and wellness brands were designed to deliver a deeper luxury guest experience.

Among the names will be leading auction house Christie's, which is to provide "What Not to Miss Guides" at some of the hotels, as well as curating new exhibitions inside properties, beginning with an exclusive preview of unseen photos of the Beatles at the London Grosvenor House hotel on June 10.

Additional exhibitions will take place in Chicago, Phoenix, Shanghai and Miami during Art Basel, says Marriott.

Also joining the lineup will be Tumi, which will provide guests with advice such as how to pack and streamline the travel experience, and nutritionist Keri Glassman, who is to offer advice to guests on how to stay healthy while on the road.

Aromatherapy Associates and Etude Wines will also be part of the new 'luxury panel,' said Marriott, with all of the brands contributing to the soon-to-launch JW Magazine, a new quarterly in-room publication for the chain's clientele.

With an ever-more demanding clientele to please, this month has seen a number of other hotels turning to well-known names to boost their appeal to discerning travelers.

Sofitel So Bangkok, which will open later this year in the Thai capital, is to differentiate itself using Apple products, confirming recently that it will offer Mac Minis and iPads as part of the "connected lifestyle," while also tapping the skills of Christian Lacroix to design five of the property's suites.

The Four Seasons Resort Vail meanwhile, last week announced a deal with Mercedes-Benz to offer guests in its suites use of a luxury SUV to explore the surrounding villages and valleys, even throwing in a picnic lunch to enjoy en route.

http://www.jwmarriott.com

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