Hospitality That Goes Above And Beyond
Janine Gerlich, General Manager of W Abu Dhabi - Yas Island, explains why she was drawn to the hotel, and how it is mastering the mix of luxury, culture, design, and energy the W brand is renowned for.
Janine Gerlich has worked for some of the world’s most renowned hotels, but when the opportunity arose to take on the general manager role at W Abu Dhabi – Yas Island, she seized it with both hands. Gerlich had previously excelled with brands such as Four Seasons, St. Regis, and Fairmont, but the allure of Abu Dhabi’s new W property lay in its promise of being not just a hotel, but an experience —one that pushes boundaries and redefines expectations.
“Transitioning to W Abu Dhabi was a deliberate choice driven by a desire for a more forward-thinking and immersive experience,” says Gerlich. “I was drawn to W’s effortless ability to stand out as the epitome of distinctive luxury, transcending the ordinary.”
Opening in 2019, the W Abu Dhabi – Yas Island embodies the eclectic mix of luxury, culture, design, and vibrant energy that the brand is renowned for—all backed by the weight of the world’s largest hotel operator, Marriott. With a portfolio of 8,600 hotels and an ever-expanding array of brands, Marriott gives Yas Island’s W hotel the opportunity to leverage unparalleled resources and expertise, and its passionate GM is relishing the chance to transform the hotel into a world-class destination with world-class service to match.
“At W Abu Dhabi, we take pride in delivering an exceptional experience that goes beyond expectations,” explains Gerlich, pointing to W’s dedication to providing personalized and memorable experiences. The hotel’s “Whatever/Whenever” philosophy means no request is too big or too small, and the team goes the extra mile for each and every guest.
The W Abu Dhabi – Yas Island also has a unique approach to design and ambience. From the moment guests step through the doors, they embark on what Gerlich describes as a “curated voyage” through luxury, innovation, and contemporary aesthetics, with modern architecture and vibrant artwork creating a visually stimulating and comfortable place to be.
Cultivating a culture of creativity and artistry is in fact a cornerstone of the strategy at W Abu Dhabi - Yas Island. Gerlich and her team aim to highlight local talent and support the arts community in Abu Dhabi by partnering with local artists and hosting immersive installations at the hotel.
Motorsport is another feature at the W Abu Dhabi – Yas Island. Specifically, the W is the only hotel built on the Formula One track, offering a unique and exciting experience for motorsports enthusiasts and travelers alike. Guests can enjoy stunning panoramic views of the F1 track and watch the racing action from their rooms, balconies, or communal areas. The hotel also caters for events and parties during F1 races, with large screens and refreshments adding to the vibrant atmosphere.
Then there is the culinary offering. Reflecting the W brand’s commitment to diversity, the iconic Abu Dhabi property offers a rich tapestry of international and local cuisines, each thoughtfully curated with a contemporary flair and sourced from the finest ingredients, with panoramic view of the Yas Marina Circuit. “Our restaurants
have achieved the highest TripAdvisor rankings in Abu Dhabi, a testament to the exceptional quality of our dining experiences,” notes the general manager.
Sustainable practices, too, are deeply ingrained in the hotel’s operations, driven by a belief that sustainability and luxury can coexist in harmony. Gerlich explains that the W Yas Island strives to minimize its environmental footprint through various initiatives, from energy-efficient technologies to responsible sourcing practices.
In addition to W’s ethos and unique brand identity, the opportunity to collaborate with Aldar, W Abu Dhabi’s owners, served as pull factor for Gerlich. “Their unwavering commitment to the ongoing development and refinement of the hotel resonated deeply with my vision,” she says. “It presented an exciting prospect to enhance the guest experience and contribute to the transformation of the Hotel on Yas Island and the city itself.” The opportunity to collaborate with Miral and DCT - Abu Dhabi further fueled the general manager’s enthusiasm for the job.
Now, as she looks ahead to 2024, Gerlich is clear in her ambitions for the hotel. Top on her agenda is further enhancing the guest experience by introducing cutting-edge technologies and personalized services. In particular, that involves expanding the W hotel’s Mobile Key feature, which is seamlessly integrated with the Marriott Bonvoy loyalty program. The enhancement streamlines the check-in process and allows guests to customize their stay preferences, creating a personalized and convenient experience.
Gerlich says she is also committed to upgrading the hotel’s technology infrastructure in meeting rooms, including stateof-the-art AV equipment, with the aim of elevating the experience for corporate clients. Meanwhile, the hotel is also in the process of exploring strategic partnerships with third-party operators to further enhance its culinary offering. “By collaborating with renowned operators, we aim to introduce exciting new dining concepts that resonate with the discerning palates of our guests,” explains the industry expert.
Gerlich’s dedication to guest experience is matched by her dedication to the team at W Abu Dhabi - Yas Island. Indeed, nurturing an inclusive and diverse work environment is an ongoing priority for the hotel’s leadership. According to the general manager, by investing in training and development programs, they aim to empower employees to provide exceptional service while also creating opportunities for career growth within the hospitality industry.
For Gerlich, the vision is clear: “Ultimately, our vision for 2024 and beyond is to position W Abu Dhabi - Yas Island as a beacon of innovation, creativity, and sustainability in the hospitality industry. We are committed to meeting and exceeding our guests’ evolving expectations and setting new standards for service.”