I quite like the idea of W's and when executed well they can be fun. The later stage scaling (and the US hotels in particular) kept the branding but didn't retain any of the vibe and so had a tendency to be pretty depressing places. Marriott's not an obvious custodian of any brand trying to be "hip" and especially one which needs to reinvent itself to avoid going stale. If I were Marriott I would either do a complete revamp or I would shoot the brand in the head. The half-assed US W's which are still around could be converted to Autograph and the prestige overseas buildings could be upgraded to Editions or perhaps get a new design-focused brand.