W Hotels Offers the Next Level of the Luxe Life

W brand's Exclusive, Invitation-Only "W"-IP Program Offers

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. October 14, 2008

NEW YORK, NY, March 5, 2008. W Hotels is redefining what it means to be a VIP with the debut of "W The Card" - the W brand's all-access pass to a world of privilege. Marking the launch of one of the most exclusive hotel VIP services of its kind, W The Card offers a year full of fabulous experiences, irresistible partner perks, VIP treatments, and up-to-the-second updates on anything and everything happening in W hotel destinations around the globe. The ultimate Whatever/Whenever(R) experience, W The Card is the epitome of what it means to be an insider, including the opportunity to access the W brand's exclusive W The Card Concierge Service, 24 hours a day, seven days a week anywhere in world. This highly coveted card also holds the key to insider privileges with an enviable offering of shop-chic treats (perks offered by select high-end retailers, including 30% off purchases at W Hotels The Store); impossible reservations (at the W brand's most desirable dining experiences, including Todd English's Olives, Tom Collichio's Craft and Gerber Group bars); irresistible indulgences (benefits through Starwood's Preferred Guest Program), and so much more.

"In our relentless pursuit of the unexpected and the extraordinary, W is proud to debut W The Card, the ultimate expression of Whatever/Whenever," said Ross Klein, President of Starwood's Luxury Brands Group. "We are excited to honor our W brand enthusiasts with W The Card, offering a world of access to enviable experiences, delightful indulgences and sublime surprises as only W can provide. From Dallas to Dubai, the Maldives to Marrakech, Hoboken to Hong Kong, W Hotels is the influential and innovative lifestyle authority."

Already in the wallets of some of the most high-profile men and women around the world - from celebrities to fashion designers, architects to artists, W The Card is privately gifted to W enthusiasts and influencers, offering card holders VIP status 24 hours a day. Every W The Card grants access to the award-winning, members-only W The Card website, instantly transporting visitors to an interactive world of W. The site, inspired by the W Living Room experience, features a VIP-only virtual lounge where cardholders can navigate benefits and learn about exclusive offers, events and privileges including:

-- 24/7 W The Card Concierge Service - W Hotels exclusive concierge service is constantly on call via SMS or phone to grant the wildest wishes of every W The Card member whether on property or anywhere in the world, at any time of day or night.

-- Partner Perks - W The Card privileges extend way beyond a W hotel stay. From fashion to fitness and beyond, W The Card has an incredible range of partners that offer cardholders indulgences and perks to please every passion. Partners include Jonathan Adler, PUMA, Samsonite, Club Monaco, CITY Magazine, Acura and many more.

-- Exclusive Invites - Cardholders enjoy VIP access to insider events from the hottest concerts to the haute-est fashion shows, wonderful wine tastings, and more.

-- Guaranteed 4:00 PM Late Checkout

-- Bliss(R) Spa Benefits

-- 30% off all W Hotels The Store (U.S. locations) and www.whotelsthestore.com Purchases

-- Priority Booking and Complimentary Indulgences at W Restaurants and Bars

-- Exclusive offers related to hotel stays

Perks, privileges and possibilities galore are all offered to those who flash their cards. The exclusive offerings are ever-evolving and appeal to the passions of W's guests - from fashion to film, art to entertainment, music to motion and everything in between.