Marriott to Enter Branded Apartment Rentals: W Hotels Comes First in 2027

Marriott is getting into the rental apartment business. For the first time, the company will lend its brands to buildings whose customers are tenants, not condo buyers. It's a departure for a branded residential business long built on selling units.

W Apartments Cleveland, scheduled to open in late 2027, will let renters sign as tenants of units at the Erieview Tower that the owner (the Kassouf family) will run through a third-party manager.

The long-term rentals are distinct from Marriott's temporary rentals program, in which roughly 1,500 residence owners in the U.S. and Canada, and more than 2,000 globally, rent out their units for short, hotel-style stays when they're out of town.

At W Apartments Cleveland, leases will include 24/7 concierge, doorman and bellman service, W-branded events, and access to hotel amenities including a spa, fitness center, and rooftop bar and restaurant, according to Dana Jacobsohn, who oversees Marriott's global branded