W Atlanta Midtown Hotel Rebranding to Hilton Curio Collection

The luxury hotel previously owned by Marriott will be known simply as "Hotel Midtown" as part of the Hilton Curio Collection
Photo: Hotel Midtown
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The W Atlanta Midtown Hotel is in the midst of a change of ownership and rebranding, as indicated by the hotel’s recently launched new website and a hotel representative. The Hotel Midtown, as the hotel will now be known, was purchased by Schulte Hospitality Group for $160 million, and will branded as part of the Hilton Curio Collection. The Curio Collection includes 91 uniquely branded hotels around the world all under the management of Hilton. The Hotel has already launched its new website, and according to a hotel representative, will fully transition into the new brand over the next two months. The hotel’s new website features photos of the existing lobby and amenities, indicating the new brand plans to keep the hotel’s existing aesthetic and clientele.

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The hotel is located at the north end of Midtown, at the intersection of Juniper Street and 14th Street NE. The W Atlanta Midtown first opened at the location in 2009, offering both guest rooms and residences and quickly became a trendy hub in the neighborhood. However, as reported by What Now Atlanta in 2010, the recession took a toll on residential sales and the property went into foreclosure, despite the successful hotel operation. However the property was able to recover, and according to property records, the hotel last sold in August of 2015 for $94,800,000 to GV Midtown Owner LLC. No details have yet emerged regarding how much this most recent sale to Hilton set back the global hospitality giant.

in 2019, both the W Atlanta Midtown and Buckhead locations went under extensive renovations, the first major update of the Midtown location since its opening in 2009. As reported by What Now Atlanta in 2019, all of the hotel’s 466 guest rooms, 33 suites and event spaces were “reimagined” as part of the renovations. The renovations were led by the W Brand’s design team and Virserius Studio, a interior lifestyle branding firm specializing in hospitality. The renovations were completed concurrently with the re-opening of the Colony Square shopping mall.

One can speculate that the COVID-19 pandemic severely effected the W Hotel Midtown’s goals post-renovation, which may have contributed to the recent sale to Hilton. What Now Atlanta reached out to the Hotel’s management for more details regarding the new ownership and rebranding, however additional details have not been shared as of press time.

Correction: a previous version of this article wrongly indicated that Hilton had purchased the hotel, when in fact, the new owners are Schulte Hospitality Group. The article has been updated to reflect this fact.

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Daniel Alvarado

Daniel Alvarado

Daniel Alvarado is an AICP Certified Urban Planner, transportation advocate, researcher and writer originally from San Antonio, Texas. He received his Master's Degree in Community and Regional Planning from the University of Texas at Austin, where his research focused on the intersection of green infrastructure and transportation. Daniel has been published by Decipher City, Progrss.org, and has contributed to dozens of comprehensive and transportation plans across the country.
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Tim Sutterby
Tim Sutterby
1 month ago

This ad should be corrected. The hotel was most definitely not purchased by Hilton, or Hilton’s Curio Collection. The hotel was purchased, but will only be rebranded under Hilton’s Curio Collection due to an agreement between Hilton and the new owner. I’ve seen numerous other articles pop up today that seemed to use information from this article, and posted that Hilton purchased the property. Those have all been removed now.

Tim Sutterby
Tim Sutterby
1 month ago
Reply to  Tim Sutterby

Article, not ad.

JMC
JMC
1 month ago

Yes. Hilton did not purchase and Marriott didn’t sell it, they were the management company. Noble investment was the owner. The new owners and management team is with Schulte hospitality group.

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