How woke is W Seattle?

Introduction

The W Seattle Hotel, nestled in the heart of downtown Seattle, is more than just a luxury destination. Part of the renowned W Hotels brand under Marriott International, W Seattle is known for its modern design, upscale amenities, and vibrant atmosphere. But beyond its chic façade, this hotel is deeply committed to progressive social causes. W Seattle prioritizes social activism through its support for diversity, inclusion, and LGBTQ+ rights. It demonstrates a commitment that goes beyond words to become an integral part of its business practices and company values.

Financial Contributions to Progressive Causes

W Seattle Hotel supports progressive causes through targeted fundraising events. For example, on the morning of PrideFest, the hotel hosted a “Bursting with Pride Drag Brunch.” A portion of the proceeds from this event was donated to The Trevor Project, an organization that supports LGBTQ youth mental health through advocacy and suicide prevention efforts. This demonstrated W Seattle’s commitment to contributing financially to LGBTQ causes, though the exact amount or percentage of the donation was not specified. 

Prioritization of DEI Policies

When it comes to Diversity, Equity, and Inclusion (DEI) policies, the W Seattle Hotel aligns with Marriott International’s robust framework. Marriott’s DEI objectives are clear: creating an inclusive environment, increasing representation of women and people of color, and creating a supportive workplace.

According to their DEI page: “Infusing diversity, equity, and inclusion (DEI) into our DNA is integral to the Company’s success. Marriott International aims to be a global, transformational leader in DEI, with actions serving as opportunities to instill a sense of belonging in all who enter Marriott’s doors.”

Marriott implements a Supplier Diversity Program and Global Diversity and Inclusion Programs to expand partnerships with diverse-owned businesses and support underrepresented groups. The company’s DEI strategy is overseen by the Inclusion and Social Impact Committee (ISIC), which ensures DEI efforts remain strategic priorities. 

Mandatory Training Sessions

The W Seattle Hotel, as part of Marriott International, follows the company’s comprehensive approach to DEI.

Marriott International has implemented extensive training programs aligned with broader social justice and inclusivity goals. These programs include training emphasizing inclusive leadership, cultural competency training to promote understanding of diverse perspectives, and unconscious bias training to address hidden biases.

Additionally, Marriott offers inclusive recruitment and hiring training to ensure fair candidate selection processes.

While the extent of these training programs is clear, it is not known whether they are mandatory.

Support for LGBTQ+ Initiatives

The hotel actively promotes and participates in LGBTQ+-friendly programs and events. Known for hosting vibrant events during PrideFest and celebrating Pride Month with special packages and events, the hotel is deeply entrenched in the LGBTQ+ community. 

Globally, W Hotels has launched the W PRESENTS music series, which amplifies LGBTQ+ voices and supports gender-expansive and LGBTQIA+ creatives in the music industry.

In a Gay Times report, George Fleck, Senior Vice President and Global Brand Leader of W Hotels, said: “Music has always been at the core of the W Hotels brand. As the brand continues its global transformation, it is an exciting next step to expand our global W PRESENTS series and bring even more curated experiences to our hotels and reimagined properties.”

Moreover, W Seattle collaborates with Immigration Equality, a leading LGBTQ immigrant rights organization, and is involved with the Greater Seattle Business Association (GSBA), promoting LGBTQ+ tourism and business development in the region.

Marketing and Branding

W Seattle integrates social activism into its marketing and branding strategies. Events like “What She Said: Women in Sustainability,” for example, celebrate and empower women, highlighting their contributions to sustainability and aligning the brand with social justice and environmental activism.

The company stated: “We wanted to create a safe space for women to share their experiences and be heard, learn from each other and connect.”

By leveraging digital media and social platforms, W Seattle shares these stories and highlights their involvement in social activism, effectively connecting with a broader audience and strengthening its image as an inclusive and socially conscious brand.

Conclusion

The W Seattle Hotel is recognized for its luxury accommodations, central location, and strong commitment to progressive social causes. The hotel implements comprehensive Diversity, Equity, and Inclusion (DEI) policies and actively supports LGBTQ+ initiatives. It incorporates social activism into its marketing strategies, positioning itself as a socially conscious or “woke” brand in the hospitality industry. While specific financial contributions to progressive causes are not widely reported, the hotel’s overall corporate practices, guided by Marriott International, show substantial social justice and inclusivity involvement.