Dive Brief:

• Developer LaPour Partners is advancing plans to convert a 19-story office tower in downtown Phoenix into a 340-room JW Marriott, according to a news release.
• The proposed JW Marriott Downtown Phoenix at the mixed-use Arizona Center is slated to feature a resort-style pool, outdoor event venues, food and beverage concepts, a fitness center and 15,000 square feet of meeting space with “sweeping city views,” per the release.
• The project comes as the JW Marriott brand expands nationwide, as part of Marriott International’s strategy to increase its luxury offerings in response to growing travel demand. Growth in the luxury travel segment comes amid a wealth bifurcation at play across the industry.

Dive Insight:

The adaptive reuse project seeks to “address the demand for new, upscale and luxury hotel options” and will include 13-foot floor-to-floor heights, panoramic city and mountain views and oversized guest room layouts and floor plans, “ideally suited for luxury hotel operations,” per the release.

The proposed JW Marriott Downtown Phoenix is near the Phoenix Convention Center and benefits from additional demand drivers including the Arizona State University Downtown Phoenix campus, the Phoenix Biomedical campus, more than 450 tech companies and Chase Field.

Jeff LaPour, founder and CEO of LaPour, said in a statement that the project is “unique” as it stands as an urban resort, offering access to nearby restaurants and entertainment.

“We selected the JW brand for its affordable luxury for the leisure traveler but also its appeal to the business traveler and event planner,” he added.

In recent years, the Phoenix market has emerged as a top destination for sports fans and luxury and business travelers, local hospitality experts previously shared with Hotel Dive.

“The market has reached a pivotal moment with population growth, significant new multifamily investment, convention activity and tourism continue to accelerate, yet the market remains underserved when it comes to luxury hospitality,” LaPour said in a statement.

The project remains in the planning stages, and the release did not disclose a timeline or opening date for the hotel.

In January 2025, LaPour partnered with Tucson, Arizona-based Holualoa Companies to build a dual-branded AC Hotel by Marriott and Element by Westin in North Phoenix. The 240-key hotel is expected to open in January 2027.

In the second quarter of 2026, Marriott reported RevPAR gains driven by luxury and resort hotels. Specifically, luxury RevPAR was up more than 9% year over year in the second quarter, Marriott CEO Anthony Capuano said during an earnings call.