Dive Brief:
- The former W Atlanta Downtown will reopen this spring under another luxury Marriott brand following an extensive renovation, according to a release.
- The new JW Marriott Atlanta Downtown, operated by Stonebridge Companies, will offer 237 guest rooms and designated wellness and culinary amenities. Chicago-based Looney & Associates will lead the interior design.
- The repositioning comes as Marriott International focuses on growth of its luxury portfolio, notably opening the first JW Marriott hotel in Virginia last year.
Dive Insight:
The JW Marriott Atlanta Downtown will represent the second brand property in the Georgia capital city, in addition to the JW Marriott Atlanta Buckhead.
In addition to guest rooms, the repositioned hotel will offer 24 wellness-focused rooms as part of a new concept, JW Marriott’s Mindful Floor, per the release. The property will also offer revamped culinary options including a 360-degree lobby bar, an Italian-inspired restaurant and an expanded market. The hotel will feature an on-site garden that supplies herbs and garnishes for the dining venues.
Meanwhile, the property will have an exclusive lounge for guests, an all-weather rooftop pool bar, a spa, a fitness center and designated meetings space.
The opening comes as Marriott focuses on expanding its luxury offerings, catering to higher-end consumers who “remain resilient and continue to prioritize spending on experience and travel over goods,” CEO Anthony Capuano said during a fourth-quarter 2025 earnings call earlier this month.
Elsewhere, Marriott has recently expanded the JW Marriott brand to downtown Detroit, with a 600-room hotel connected to the city’s convention center. The W Hotels brand, meanwhile, underwent a strategic evolution across design, culture and service over the last several years, expanding the flag to new markets.
Other recent hotel openings in Atlanta include the 976-room Signia by Hilton Atlanta and the 348-room Westin Atlanta Gwinnett. The city had the second largest hotel construction pipeline in the U.S. in the fourth quarter, following Dallas.
