When selecting the companies we turn to as our luxury partners, we take great care in finding the perfect complements to our brand’s DNA. Naturally, we look for people and organizations that, in addition to creating a world of luxury within their own space, truly love what they do
and inspire us to create our own enriching experiences for JW guests.
Perhaps nobody matched that ethos better than Geraldine Howard,
cofounder of Aromatherapy Associates and a true, modern pioneer of
aromatherapy. She developed one of her most beloved blends — Inner
Strength — while undergoing treatment for a rare form of cancer. It
became a top seller and a special favorite for those who embraced its
ability to uplift and fortify. Sadly, Geraldine lost her battle and passed
away at the beginning of this year.
When we began the journey of creating the JW experience our guests
enjoy today, Geraldine was instrumental in providing a vision of how our
guests should not just relax, but feel. I had the privilege of working with
her personally as we navigated the purpose and plan for Aromatherapy
Associates’ partnership. She was warm and gracious — beautiful both
inside and out— and completely committed to getting even the smallest
of details right. Like our own founder, J. Willard Marriott, Geraldine
Howard was a visionary who embodied the JW spirit of constant and
thoughtful improvement. And oh, how she loved what she did!
And Geraldine’s admirable passion for her craft makes my next bit of
news even more fitting. In the coming months, JW will launch a new
global marketing campaign that takes a page from J. Willard Marriott’s
playbook— the one that describes the way exceptional experiences and
service start with how we treat, train and empower our associates to excel
at what they do. It is a tribute to those who give luxury a warm, human
touch and are inspired to craft a rich and memorable hotel experience for
our guests each and every day.
That’s the JW treatment. And we look forward to making sure you
enjoy it each and every time you stay with us.
VICE PRESIDENT & GLOBAL BRAND MANAGER