The W Insider brings to life the W core value of ‘Insider’ for the W guest and allows W Hotels Worldwide to activate this key brand differentiator in a way that creates both valuable and memorable experiences for our guests, ultimately driving loyalty to the brand and providing hotels a way to differentiate themselves in the ever-growing lifestyle hotel marketplace. The position ensures that there is someone available at key times to focus entirely on providing guests inside tips and information on the city they are in as well as making WOW moments (both big and the Sweet Simple Things) come to life during the guests’ experience at W.
 
Unlike other guest-facing talent who have another primary function (eg. Welcome Agent to accurately process a check-in or check-out, Concierge to respond to guest enquiries and phone calls) and who are asked to additionally try to interact with guests to provide inside information, the W Insider has this as their primary role, therefore ensuring a more enhanced guest experience and more frequent activation of the ‘Insider’ core value which in turn leads to greater congruency between W’s promise of insider access to a world of Wow, and the actual delivery of the experience.