First in: JW Marriott Hotel Madrid

When you walk through the doors of the new JW Marriott Hotel Madrid, you silence the bustle of the city. The noise of the cars driving along one of the main arteries of the capital gives way to a quieter, calmer scene. People stop at the entrance – chatting, wondering, pointing. Some know that this is the first JW Marriott in Spain: being up to date on hotel news has become a pastime here, as important as staying on top of social media. There are others who ask “another one?” with an air of exhaustion. In the global competition for new hotel openings, Madrid bagged the prize a while ago. (The long list of recent additions includes the Four Seasons Madrid, the Madrid Edition, Mandarin Oriental Madrid, and Thompson Madrid.)

Nonetheless, this hotel is different and special, the premiere in Spain for the JW Marriott brand. It’s fitting that the country’s capital is the location of its first property here. And after spending a night, it is clear to us that as this hotel opens its doors to the public, it is ready to be the centre of attention here for a little while.

Why book JW Marriott Hotel Madrid?

Let's rephrase this – “why wouldn’t you book?” Reasons to stay here include its location slap-bang in the centre of the city, the interiors by Rockwell Group, and the gastronomic offerings from the celebrated Sandoval brothers. These are reason enough to visit, but the hotel is more than the sum of its parts –  its identity is thoroughly grounded in this particular moment and this place.

Set the scene

Natural light pours in through the skylight above the check-in desks. The quiet atmosphere, plants, minimalist decor and subdued palette are instantly soothing. From a hidden garden to the industrial lobby to the cool cocktail bar, this is quickly becoming Madrid's trendiest spot. There's a bookstore selling art alongside magazines, too. This property is pulling off the feat of becoming a destination in its own right. 

The backstory

There are more than 100 JW Marriott hotels around the world, but until now Spain didn't have one Few know that this opening began to take shape in 2020. After almost four years dedicated to the renovation of the building, it finally opened in 2023. A brand with such a storied history as JW Marriott could not settle in a building without its own legacy. At first glance, no decorative element seems out of place thanks to the magic of the Rockwell Group, though they are not responsible for all of the design: the lobby columns are original from the 19th century – one clue that this building had several lives before its current one housing the JW Marriott.

Construction of the building was completed in 1886, and its entrance was then on the Carrera de San Jerónimo, the street that runs along the southern edge of the hotel today. Its original residential use explains many of the details that have managed to survive to the present day, such as the wooden doors that can be seen in both the hotel’s main building and the adjoining restaurant. The lobby and the floor below it, where the gym and spa are located, used to be a commercial space filled with boutiques. The building was later home to the Hotel Asturias and, after being vacant for several years, it is now ready for another act.

The hotel

It is logical that in a hotel focused on achieving a balance between mind, body, and spirit, the gym and spa would be designed down to the last square inch. When it’s time to work out, you won’t have to toil away under depressing fluorescent tubes in a tiny hotel gym. Instead, the fitness centre has an industrial-chic style with exposed brick walls. It's fitting that even the gym has appealing décor.

The spa is a living embodiment of the idea that the “best things come in small packages”. Its three rooms are more than enough. A stone colour envelops the entire space without the need for frills or pretence. The excellent facial and body treatments use products from Alqvimia, a 100 per cent natural line of holistic cosmetics.

The rooms

That feeling of deep relaxation extends to the 127 rooms and 12 suites, which are located on the 6th and 7th floors. The JW Marriott Hotel Madrid makes it very clear that it sees itself as a leisure destination, not a business hotel, and you’ll feel that as soon as you enter your room. They are decorated in subdued tones that are intended not to disturb or distract and are flooded with sunlight entering through the large balconies. A special shout-out for the minibar, which makes a mockery of its own name – it's really a huge cupboard of delights. All the details in the rooms have one goal: to remind you that you are on holiday. It is easy to daydream and imagine for a few moments that you are in your own big city apartment, like a Madrileño version of Carrie Bradshaw.

As for the suites, the highlight is their private terraces, peaceful havens from which to admire, paradoxically, the urban whirlwind swirling below. Each one offers a different view – and a different style – but they are all worth the extra expense if it’s in your budget. From one in particular, it feels like you can almost touch the rooftops of the Casa de Allende, an elaborate wedding-cake Madrid landmark from 1920.

Food and drink

The hotel’s restaurant is its crown jewel, the creation of the celebrated Sandoval brothers – Mario, Rafael, and Diego. With Qú, the brothers are launching a new adventure after helming two restaurants that are favourites of critics and diners: Coque and Coquetto. As with their earlier projects, their enthusiasm is contagious in this new space. The brothers’ goal (as with their earlier restaurants) is to offer an ode to Madrid, with a menu focused on local produce and dishes that combine elements of both traditional and cutting-edge cuisine. The kitchen is open 24 hours a day, and it takes care of everything: lunch, dinner, room service and, most importantly, breakfast.

What has been called the most important meal of the day by many is definitely the most
important one for Mario Sandoval, whose goal at Qú is to serve the best breakfast in Europe. Fresh bread, pastries, and cakes are baked daily and served alongside fruit, a huge variety of cheeses, hummus, salmon and egg dishes – egg white omelettes, scrambled, fried, a la Benedictine, boiled… and, a given at a hotel that celebrates traditional Madrid life, churros. At lunch and supper, while you lose yourself among the boletus mushroom cream soup, red shrimp carpaccio, steak tartar, and a surprising watermelon carpaccio, you may be mesmerised by the famous suckling pig, the speciality of the house.

The neighbourhood

The common phrase says that ‘there’s always room for improvement’, but in this case, there isn’t. The location of the JW Marriott is simply unbeatable. Although the main entrance is on Calle Sevilla, most of the rooms look out onto Plaza de Canalejas. The hotel is just a stone’s throw from the symbolic heart of Madrid, the Puerta del Sol (which can even be seen from some of the suites). For Madrileños, it is a dream to wake up here, and for visitors, it’s the best place to make sure you are able to experience all that the city offers.

The service

Andrés Evia, the hotel’s general manager, leads a team of approximately 100 people. In a hotel with a special focus on service, the employees are fully dedicated to the well-being of the guests. Their enthusiasm and eagerness are clearly visible, and the fact that they are passionate about their home makes them ideal hosts. In addition to the gracious welcome, it is impossible not to fall for the time-travelling uniforms, especially the retro green dresses that look like something out of a period television series. In Evia’s words, they are intended to “connect with the age of the building”.

Sustainability and accessibility

Sustainability at the hotel begins with a reduction of plastics and internal recycling which, Evia explains, is not a stunt but evidence of a serious commitment. This extends to housekeeping uniforms made from recycled materials. Many hotels have abandoned single-use amenities, and the JW Marriott has followed that move by installing refillable shampoo and other containers. In this case, the products being used are from Aromatherapy Associates. They will leave you in a better mood, with your spirit and mind benefitting from the effects of aromatherapy, true to the brand’s name. A less noticeable but equally important form of sustainability is seen in the gastronomic offerings. Items from the products in the minibar to the ingredients used in the kitchen are locally sourced, often from the Sandoval brothers’ own farm. The lobby entrance and the restaurant are easily accessible at street level. Access to the gym, spa and rooms is via elevators.

Anything else to note?

Animal lovers will be happy to learn that the JW Marriott Hotel Madrid is pet-friendly. The hotel prides itself on welcoming families, and they understand that for many guests, pets are members of our families. In the general manager’s own words, “If we are going to focus on relaxation and living in the moment, our pets provide us with everything to help reach those states.” Amen. 

JW Marriott concentrates all its efforts on keeping guests happy whether nestled between the sheets and pillows of our room or exploring the hotel and the city. It all adds up to the definition of a perfect holiday.

A version of this article was originally published on Condé Nast Traveler.