Hotel media, particularly hotels of the five-star variety, is a tried and tested formula. A couple arrives at a hotel and is greeted by a doorman, fast forward to impressive room shots, a few different angles of the pool, the clinking of some glasses, dinner, lots of similes, then it’s time to wrap things up. Hotels have been delivering similar concepts for their media projects for years, –and why change? It’s clearly a winning formula. Well, W Hotels, part of Marriott Bonvoy’s group of over 30 hotel brands, has built its reputation on doing things differently, so it’s no surprise that when it came time for a new video campaign, W Hotels decided to take the path least traveled.
Shot entirely in an editorial-documentary style, W Hotels Hotel Tales series was written by writer and comedian Pat Regan, best known for his work on the wildly popular MAX show Hacks. The concept of Hotel Tales is simple, viewers experience the eccentricity, dynamism and bold vibe of a W Hotel stay through the eyes and experiences of a cast of celebrities, like Chloë Sevigny and Miranda Makaroff.
These celebrities share their real experiences and ‘You had to be there’ moments from their personal stays at W Hotels. By breaking from the traditional format, W Hotels looks to cement its position as a hotel group that’s not afraid to do things differently.
Recently Elite Traveler had the opportunity to speak with Hotel Tales writer Pat Regan to discuss his inspirations for the project, how this new format changed his creative process and his own fondness for W Hotels.
What is it about W Hotels that makes them so conducive for special one-off moments and stories?
Pat Regan: W Hotels, as a brand, has this unmatched, electrifying energy that makes anything feel possible. The bold, playful design sets the stage for unforgettable moments, where every corner feels like it holds a story waiting to unfold. Whether it’s a fun night out, a chance encounter in the elevator, or a spontaneous late-night adventure, the hotels thrive on unpredictability and intrigue, creating the perfect backdrop for one-of-a-kind experiences.
If you were to set your next TV show in a W Hotel, which one would you choose and why?
That’s a tough call – it’s like choosing a favorite child. But if I had to pick, I’d go with W Austin. Recently transformed, it captures Austin’s lively, creative energy and eclectic vibe. Known as the Music Capital of the World, the city’s magnetic spirit aligns perfectly with W Hotels’ deep roots in music and culture. W Austin is buzzing with creative energy, from its vibrant social scene to its stylish design, making it an ideal stage for artists, musicians, and eccentric, larger-than-life characters. The synergy between the hotel and the city creates endless possibilities for drama, chance encounters, and unforgettable moments.
When writing in an editorial-documentary style like ‘Hotel Tales,’ how does the process differ from your usual TV comedy work?
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Writing Hotel Tales has been a completely different creative process compared to traditional TV comedy. With comedy, it’s all about crafting punchlines and building outrageous moments. Here, the focus shifts to authenticity – amplifying real stories and letting genuine experiences shine. The challenge lies in uncovering unexpected details or quirks that resonate with people while balancing a conversational tone with narrative structure. It’s about finding spontaneity while ensuring the story remains cohesive and compelling.
How do you find creating short-form work compared to more drawn-out stories?
Short-form storytelling is a totally different beast. There’s no luxury of time to build slowly; every moment needs to earn its place. It’s about getting straight to the heart of the story while keeping it emotional, engaging, and a little unpredictable. The challenge is in distilling big ideas into small, impactful moments without losing depth or personality. It’s like crafting the perfect cocktail: balancing punch, flavor, and a twist that leaves you wanting more.
Have you had any “You had to be there” moments in a hotel?
Absolutely – too many to count. Hotels are these magical little worlds where the rules of everyday life don’t apply. The best moments always have that mix of spontaneity and absurdity that you can’t script. It’s the kind of magic that can only happen in the unique, liminal space of a hotel.
What about this project and brand campaign initially piqued your interest?
Hotel Tales drew me in because it’s a fresh and playful exploration of W Hotels’ unique energy. There’s this underlying vibe of excitement at every W Hotels location – a sense that anything can happen – and that’s an incredible foundation to build on. The chance to merge documentary-style storytelling with comedic elements felt like a natural fit for me and a great way to bring that energy to life.
What is it about personal lived experiences that viewers find so compelling?
Personal lived experiences resonate because they’re authentic. People connect to real stories in a universal way – there’s something raw, relatable, and unpredictable about real life. Sharing personal or vulnerable moments creates an instant connection, even if the exact scenario isn’t familiar. It’s the ‘you had to be there’ feeling that makes stories feel human and true. In a world of polished, curated narratives, there’s something refreshing about the unadulterated, funny parts of life.
W Hotels are celebrated for their unique design and eccentricity. Why do you think visitors are so captivated by that aesthetic?
W Hotels’ design captivates because it’s unapologetically bold and anything but ordinary. Every space exudes a bold, yet elevated energy that invites discovery. From unexpected pops of color to daring patterns, the design feels alive, inspiring guests to explore and engage. It’s not just about aesthetics; it’s about creating a vibe that sparks curiosity and makes every moment unforgettable.
There are over 70 W Hotels in over 30 countries. Is there a particular destination you’re looking to visit in 2025?
W Prague is at the top of my list. It’s just opened in the heart of the city at the iconic former Grand Hotel Evropa, blending W Hotels’ signature style with Prague’s rich history. It’s a perfect balance of legacy, luxury, and innovation – a glimpse into the next chapter of the brand’s global evolution. I can’t wait to go.
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