In 1999 Starwood Resorts, the company behind powerful hotels like Westin, Sheraton and Four Points decided to go in an unusual direction. They dedicated resources to a line of boutique hotels aimed at younger travels with lower cost budgets that were still looking at staying in upscale locations. The W Hotel filled this niche perfectly and the brand took off. A W Hotel guest can expect a high class accommodation at a regular hotel price and many are shocked at the high end bedding, especially the 50% White Goose Down Pillows used, bedding that is now in demand from the W Hotels regular customers.