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W Hotels is officially stepping into the all-inclusive arena — but true to form, the brand isn’t merely joining the category, it’s rewriting the rules. With the grand opening of W Punta Cana , the 26-year-old lifestyle hotel marquee is reshaping a category long synonymous with wristbands and buffet lines into something more design-driven and wellness-forward.

For George Fleck, Senior Vice President and Brand Leader of W Hotels, the move marks a natural evolution for the brand, and an overdue answer to what younger travelers actually want from the model.

“All-inclusive was always known for ‘all you can eat, all you can drink,’” Fleck tells Variety

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