When W Hotels launched in 1998 it was a seminal brand. It’s now reiventing itself once more.
W has entered the all-inclusive market with the launch of W Punta Cana, Adult All-Inclusive, in the Dominican Republic, marking the brand’s first adult-only all-inclusive location.
“W Punta Cana marks a bold and exciting evolution for W Hotels as the brand enters the all-inclusive space with the same tuned-in spirit and magnetic energy that defines the brand. This isn’t just another resort – it’s the brand reimagining the concept entirely, where everything from elevated dining to immersive experiences reserved for adults only are thoughtfully curated and included,” said George Fleck, SVP and brand leader, W Hotels.
W Punta Cana features 340 guestrooms and suites—each starting at 700 sq ft, all with king beds and bathtubs, and 46 suites offer swim-up or full-sized private pools. Designed by Zanobia Arquitectura of Spain, interiors reflect local colonial and plantation elements, larimar motifs, nd natural textures. The resort’s low-density layout includes a 400-meter beach, the signature WET Deck (an 80-meter infinity pool), a Chill Pool and immersive gardens reminiscent of a creative village.
“W Hotels has been breaking the mold since 1998 and we’re just getting started. Now, we’re dialing up the bold and bringing our iconic edge to the Dominican Republic with the debut of W Punta Cana,” said Brian King, president of Marriott International, Caribbean and Latin America. “Tucked between lush jungle and the electric blues of the Caribbean Sea, W Punta Cana is everything W Hotels is known for—daring design, unexpected moments, and a totally new spin on all-inclusive luxury. This isn’t just a resort—it’s a vibe, a movement, a new way to travel. I couldn’t be prouder of what we’ve created and the incredible local community and partners who helped make it happen. We’re not following trends—we’re creating them.”
Twelve venues span restaurants and bars, from the food-hall-style Trade Market to upscale Scena, Noodle Bar, Sensazioni, Taproom, Taman Beach Club, Living Room Bar and a vinyl-centered 33 1/3 Speakeasy. Activities include DJ-led sound baths, silent discos, artist residencies, wellness sessions and cultural events. A spa offers locally inspired treatments, a Himalayan salt room, an indoor pool and a FIT gym, alongside wellness rituals and sunrise yoga.
“At W Punta Cana, we set out to create a destination that’s as rich in cultural connection as it is in world-class amenities,” said Omar Rivera, general manager, W Punta Cana. “This is a space for the curious, the creative, and the culturally connected. Every corner of the resort invites guests to explore, engage and experience the Dominican Republic in a way that’s intriguing, elevated and often unexpected.”
Hopping The All-Inclusive Train
W Hotels’ new opening comes on the heels of broader industry expansion into the all-inclusive segment, which is projected to help lead the way in global travel over the next decade. Last week, Aimbridge Hospitality announced the launch of a dedicated all-inclusive division to unify operations, commercial strategy and guest experience under one structure.
Hyatt’s acquisition of Playa Hotels & Resorts and the subsequent announcement of the sale of its owned real estate portfolio is another reflection of major lodging companies cramming into the space.
Lodging companies are accelerating expansion in response to consumer appetite for elevated, curated, all-inclusive experiences. And although the Caribbean and Latin America remain the main attractions for these developments, Asia and the Middle East are being targeted next.
