Above: the Living Room at the W Bogota

By the Caribbean Journal staff

There’s a new W in Colombia.

Starwood Hotels and Resorts debuted its new W Bogota hotel in Colombia’s capital city on Monday.

The hotel is the latest brand to debut in Colombia, which has seen a wave of brands big and small enter its now-booming hotel sector.

“The opening of W Bogota is a milestone in Colombia’s hotel landscape, setting the stage for a redefined luxury experience in one of the world’s most vibrant destinations,” said Paul James, global brand leader at Hotels, St. Regis and The Luxury Collection. “As emerging economies expand, so does tourism, and W Bogota’s highly anticipated debut is symbolic of the whims and wishes of today’s more global and interconnected modern travelers.”

The hotel is owned by Terranum and operated by Starwood; it is the company’s third W Hotel in Latin America and second in the wider Caribbean basin region, along with the W Vieques in Puerto Rico.

The 168-room property includes three dining and bar options, including the W Lounge, the Au Room and Market Kitchen, under the direction of Chef Emiliano Rabia Sottil.

“Starwood has been aggressively expanding its presence in Latin America and is on track to reach 100 hotels by 2017,” said Jorge Giannattasio, Chief of Latin America Operations and Global Initiatives, Starwood Hotels & Resorts. “Colombia is a priority market for our company, and we are certain that there is no better time than now to introduce this completely new lifestyle and modern luxury concept into the country.”