Countdown begins to W Doha launch as Starwood gears up to introduce the brand to the region

The fashionable building of the W stands ready and proud, towering 29 stories over the premium West Bay area of the city.

Owned by J&A Jaidah, principals of J&A Jaidah Holdings, one of the most well known and well respected private companies in the Middle East, the Starwood Group's first W Hotel in the Middle East promises to live up to all the hype and expectations that have surrounded it since the initial announcement.

Founded on the belief that 'there are customers who seek a balance between style and substance', W, the fastest growing luxury brand in the world, is known for its characteristic high-energy interiors, lifestyle driven design and all-pervading technology. Like the other W hotels around the world, the W Doha will cater specifically to the tastes of the young & young at heart, but with a uniquely Qatari twist.

'Starwood is out not only to bring the W to Qatar, but also to bring Qatar to the W,' stated Safak Guvenc, General Manager, W Doha Hotel & Residences.

'The local culture and flavor will be clearly evident in every aspect of the design, services and ambiance.'

With its 291 innovative W guest rooms & suites and 154 W Luxury serviced apartments, 'W Doha will give guests something they have never seen before in the region,' said Safak Guvenc.

It has been built to not just be a place to stay, but to enjoy a whole experience, inspiring and indulging guests with refreshing personal touches and whimsical environs. Plush 400-thread-count sheets and 100% goose down comforters are standard in every room, as are soft velour and microfiber bathrobes in rooms and suites respectively. Each room has access to an extensive choice of movies, music and video programs on demand, played back on the superb music system, DVD player and LCD screen televisions that every room features.

Also spoiling guests are the fully stocked MUNCHIE BOXES and variety of turndown amenities for every night of the week.

Technology is omnipresent, with all digital services but a mouse click away for guests to access. Guestrooms are fully wired, featuring the latest cutting-edge services such as WiFi internet access, high-speed laptop connectivity, iPod cradles and the most advanced in-room entertainment systems in the industry.

And the icing on the cake will be W's trademark Whatever/Whenever® service - a concierge that will arrange for whatever a guest requests - from a flower bouquet at 2 am to a private hot air balloon trip over the desert - whenever it is requested, as long as it's legal.' And there's also the W Insider, ensuring that guests are welcomed, wowed and delighted whenever they step into the living room (lobby).

And if you thought that the W was just another place to leave your luggage and return only to sleep at night, you'd miss out on so much the hotel has to offer.

According to Safak Guvenc 'guests will be spoiled for choice with ways to spend their time within the hotel'. The fully equipped SWEAT gym will satisfy even the most dedicated fitness freaks. Those looking purely to wind down could head to the BLISS® spa for a relaxing massage or chill out in the temperature controlled WET pool with its very own underwater music and multi-colour fibre-optical lighting.

Aggressive retail therapy at the W store by Plum might be the calling of others. Two concept restaurants by world-famous chef Jean-Georges Vongerichten - Market by Jean-Georges and Spice Market will pamper guests' palates with exotic international cuisine, while the Crystal Lounge and Wahm will offer an opportunity to lighten up over a Shisha or a drink with friends.

Business travelers will find their every whim fulfilled before they even ask. With almost 1,000 square metres of meeting and event space, W Doha will be able to host business and social gatherings of up to 500 people. High speed WiFi internet access, plasma screens and state-of-the- art AV equipments will be available for use at the click of a button.

The Sensory Set Up™ of the meeting rooms, a unique W concept, will stimulate all five senses with mood music and aromatherapy scents, thought-provoking place cards and creative catering, retro candies and inspiring games. Standing right across from the popular City Center mall, the W Doha is only a 15-minute drive from the airport. Doha's beautiful Corniche, as well as beach and watersports facilities are just 5 minutes away by car, while the challenging greens of the Doha Golf Club are a quick 10 minute drive.

W has carved out a niche for itself in a crowded and often commoditized market. It is, before anything else, the hotel for the young at heart. Ross Klein, president of W Hotels worldwide, elaborates 'W is about escaping from the routine and becoming part of all that is 'Now'. Everyone and everything at the W Doha will be geared towards making sure that guests have an unforgettable experience.'

Being the first W in the Middle East, the W Doha will set the precedent for more W Hotels soon to be opened in Dubai, Amman and possibly other cities in the region. Meanwhile, the residents and tourists in Doha will have the W to cater to their every whim and desire.