Levels of luxury
As well as the rapid ramp-up of international growth, Gaskins has also been heavily focused on defining the level of luxury offered by JW Marriott, in part through a collection of strategic partnerships with leading luxury brands in nutrition, culinary, art, culture, and wellness.

Announced back in June in New York at Christie’s, the new relationships were developed as part of a global brand initiative to deliver a deeper luxury guest experience at JW Marriott hotels and resorts around the world.

No mean feat in an increasingly competitive luxury market, especially considering renowned luxury hotelier Ritz-Carlton is from the same stable of brands. The need to make the two distinct is paramount, bearing in mind Gaskins admits that in some markets, JW Marriott can command higher rates, than some higher tier brands.

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“We’re very excited about our growth,” says Gaskins. “We’re doing a lot around talking to our customers and really finding out what kind of experience they’re looking for.”

Naturally, JW Marriott conducted extensive research, which found that business and leisure guests were accomplished, sophisticated travellers, craving more than the typical luxury hotel. Their typical consumer is looking for enriching luxury experiences in areas relevant to their lifestyles.

“They want to further their knowledge and expertise — we know they are passionate about culinary, culture and wellbeing,” observes Gaskins.

So, to “build credibility” and create exclusive guest experiences, JW Marriott is developing long-term relationships to create a JW Marriott Panel of Experts. These will offer priceless insights on — and for — guests, as well as exclusive content for the new in-room JW Magazine.

Auction-house Christie’s will offer cultural insights, with exhibitions and ‘What Not To Miss Guides’, while providing a culinary focus is nutritionist Keri Glassman, who will help guests stick to a diet while choosing from in-room menus, eat to stay energised, and more. 

Aromatherapy Associates’ founder Geraldine Howard will advise travellers on how to sleep after a long day of meetings or perk them up in the morning before a flight.

Finally, a collaboration with Etude Wines will provide diners the perspective of a winemaker and educate them how to properly choose, taste and enjoy the best wine for any occasion.

It will most likely form an important part of the culinary experience at the soon-to-open Dubai JW Marriott Marquis property, which when complete, will offer 14 F&B outlets.

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