Lodging giant Starwood Resorts Worldwide has a deal with the SLS Las Vegas to land its first W branded hotel on the Strip, a move that could help lift the financial profile of both the resort and its North Strip neighborhood.
The hotel company will take over the Lux tower, one of three hotel towers at the SLS, and convert the building’s 289 rooms into the W Las Vegas, which will open by September.
Under the agreement, the W Las Vegas will have a separate hotel lobby — branded as the W Living Room — a dedicated entry and reception area for W Hotel guests, and a W-branded spa, outdoor pool and bar area.
A price wasn’t given for the renovation, which will be funded by Starwood Resorts and San Francisco-based Stockbridge Capital Partners, which owns the SLS Las Vegas.
SLS Las Vegas will become part of Starwood’s Tribute Portfolio, which places independently-owned hotels into the company’s global distribution system, allowing customers to use Starwood Preferred Guest loyalty program services.
SLS President Scott Kreeger said the move will help boost business at the 15-month-old North Strip resort that has struggled financially, losing more than $89.3 million in the first six months of 2015, according to securities filings.
Kreeger, who took over as the property’s president a year ago, said the creation of a partnership with Starwood was a good step in improving revenue by bringing in a more upscale customer base.