Starwood W brand will be opening a new hotel in Madrid, to be located in the former Hotel Asturias on Carrera de San Jerónimo. The hotel was previously operated by Hispano Hotelera. The two buildings that comprised the hotel currently belong to Merryland Inversiones. Initially, the idea was to convert the historical properties into a luxury residential project, however the owners have opted for a hotel concept, choosing Starwood to take over the facility. Starwood is using the opportunity to introduce its W branded hotel concept (so far present only in Barcelona) to the Spanish capital. Refurbishment work will be coordinated by Hospitality Solutions and should be completed by 2018.
