TUX Creative House Partners with W Hotels to Reinvent Luxury Travel with "Hotel Tales"

Feb. 14, 2025

TUX Creative House's work with W Hotels.

W Hotels disrupted the luxury lifestyle hospitality industry when it stepped on the stage in the 90s with bold design, and vibrant energy, and a distinct point of view. Today, they’re doing it again as W Hotels continues on its significant multi-year global brand evolution with the help of TUX.

As luxury travel booms (projected to grow at a 7.1% CAGR through 2028) and competition intensifies, W Hotels is embracing the opportunity to lead in a dynamic market. To meet the moment, W Hotels turned to TUX for a bold reimagining. The result is Hotel Tales, a campaign that positions W Hotels as a living stage where stories unfold, interesting people collide, and the ordinary becomes extraordinary

Icons and culture-shapers like Chloe Sevigny and Miranda Makaroff recount one-of-a-kind moments from their stays at W Hotels locations around the world, with narratives crafted in collaboration with comedian and writer Pat Regan. These tales celebrate cultural energy and creativity, redefining luxury travel as unforgettable, "you had to be there" experiences.

The campaign isn’t just a call to stay; it’s an invitation to escape the ordinary and embrace a new kind of luxury.