I think there's a difference in where these brands sit it different geographies. In the US W's seem to be pitched as four star hotels not much above Hilton / Marriott level, whilst in Europe, Middle East and Asia a W is a five star hotel and definitely pitched above a JWM. Same story for Luxury Collection, in the US a Luxury Collection is definitely below St. Regis/RC, but in Europe it's not. The best Luxury Collection hotels in Europe are historic luxury properties or very high end resorts pitched well above where an RC typically sits.