Agreed, it's disappointing to see the downward trend on Skift...

re. the analysis...

W is certainly not competing with IC. IC is the least competing luxury brand from IHG with W, I would say.
In any case, there is no brand similar to what W is trying to do, I don't think. Although maybe SO/ is trying to get close. Simply it's a hotel for instagram party crowd - there's definitely individual properties around the world which fall into the market but I don't know about a specific brand.
From what I'm told, the likes of FIVE Palm Dubai is the same sort of customer.

In contrast, you can hardly get more old-school than IC, without going uber-traditional ultra luxury.


Other thoughts:
Just because design standards are a bit more relaxed than traditional chain brands, doesn't mean hotels are "boutique".
HI is in risk of becoming stale - no ...., Sherlock. Whole IHG is becoming stale, that's why they push that they are pioneering this and redefining that so much, particularly in top brands.
In general, I was just looking for this Sponsored Content tag all around but could not find it.