W Hotels redefined luxury 25 years ago

When W arrived in New York in 1998, it flipped the script on five-star hotels with colorful design, upbeat energy, and a younger vibe than traditional luxury.

Punta de Mita is Mexico's quiet gem

This Pacific coast stretch offers excellent surfing, golf, fine dining, and charming towns like Sayulita without feeling overcrowded.

55 new suites raise the bar

The resort added larger, residential-style suites with spacious living areas, private terraces, and some with private plunge pools overlooking gardens or the Pacific.

Design honors Mexican craft and place

Natural woods, Mexican textiles, locally made furniture, and artwork fill the suites with color while keeping the palette soothing. Large windows blur the line between inside and out.

Rubra brings a celebrated chef home

Chef Daniela Soto-Innes, named World's Best Female Chef in 2019, created this restaurant around Pacific coast ingredients and Mexican culinary traditions.

“One of the most prominent Mexican chefs of her generation”

The kitchen grows its own ingredients

An organic garden sits within Rubra itself, supplying seafood, produce, herbs, and flowers that change the menu month to month based on what's available.

Rooftop dining without the formality

Rubra sits on a colorful wing's roof, open to the tropical landscape with visible kitchen activity. It's ambitious dining without the ceremony that disconnects you from a beach vacation.

Casa Dragones brings tequila to the garden

The luxury tequila brand's first dedicated bar outside San Miguel de Allende sits in Rubra's garden, with cocktails made from herbs picked on-site and pairings from Soto-Innes' kitchen.

The resort stays true to W's energy

Upbeat soundtracks, popular bars, and social spaces keep the vibe lively without overwhelming the setting. Adults-only WET Too and quiet beach corners offer escape when you want it.

Activities span ocean to spa

Surfing, paddleboarding, kayaking, and winter whale watching meet multiple pools, tennis, yoga, and the AWAY Spa, one of W's most alluring spa locations with hydrotherapy and Mexican-inspired treatments.