A Major Hotel Company Is Renting Out Apartments for the First Time — Under One of Its Trendiest Brands
Marriott is trying something it has never done before, and it is happening under the W Hotels name in an unexpected city.
Marriott International is about to become a landlord. The company confirmed this week that W Cleveland will house its first-ever branded apartment rental units, a departure from anything Marriott has done under the W Hotels banner before.
The downtown Cleveland project pairs roughly 200 hotel rooms with 227 apartments that will be leased to long-term renters rather than sold as condos. That distinction matters: other W properties have combined hotel rooms with for-sale residences, but a rental model puts Marriott in direct competition with traditional apartment operators. The residential units are slated to open in 2027.
Renters get more than four walls and a lease. Marriott says tenants will share the hotel's amenities, including a spa and fitness center, a rooftop bar, a specialty restaurant and a ballroom, along with 24-hour concierge, doorman and bellman service. They will also receive elevated Marriott Bonvoy status through the company's owner recognition platform.
W Cleveland anchors a $218 million redevelopment of the city's historic Erieview Tower and Galleria, and it marks the first W Hotels property in Ohio. The brand has spent the past few years expanding into markets like Las Vegas and Hollywood while refreshing properties in New York City and Hoboken.
The move fits a broader industry trend. Branded residences and apartment-style living have become a growth engine for major hotel groups chasing steady, recurring revenue, and Hilton recently launched its own Apartment Collection brand. For a hospitality company, a building full of long-term tenants who also behave like loyal hotel guests is an appealing proposition.
