Joanna Sanchez, General Manager, W Hoboken
Joanna Sanchez, general manager of the W Hoboken, sat down with Invest: to discuss the hotel’s multimillion-dollar renovation and elevated guest experience, evolving market trends, preparations for major events like the 250th anniversary and 2026 FIFA World Cup, and regional and international growth strategies. “We want to expand our business, potentially to international markets,” Sanchez said. “That is a market that we have not historically competed in but are looking to grow in.”
Over the past year, what internal or market changes have had the greatest impact on the W Hoboken?
Over the past nine months, W Hoboken has undergone a multimillion-dollar transformation, with some key internal enhancements focused on the development of our team, luxury training, operational efficiency, and the guest experience. We have been looking to reshape the guest experience in key areas around connection, comfort, and the local culture. We have thoughtfully redesigned our living room bar and our welcome reception area. We have also redesigned all of our guest rooms and suites with Hoboken-inspired design elements that invite relaxation and socializing. Signature suites amplify this with city views, curated artwork, and social living areas, reflecting modern guests’ desire for immersive, connected stays.
We have seen market shifts over the past few years since the pandemic. There has been a shift in travelers’ expectations, and there is a growing demand for more personalized, customized service and wellness-driven stays. We have kept those things in mind as we have curated some of our programming within the hotel. Leisure guests are drawn to our vibrant Living Room, signature dining, and immersive local programming, while business groups value our flexible, tech-enabled meeting spaces, state-of-the-art FIT gym, and proximity to New York City paired with Hoboken’s more relaxed, scenic setting. This balance allows us to deliver the best of both worlds: an energizing urban escape and a highly functional hub for meetings and events.
Inflation and other factors have required us to be more agile in forecasting and cost management. Despite these challenges and increases, there is still strong customer confidence. Leisure travel is still growing, which has been beneficial for us as the only luxury hotel in New Jersey.
Another exciting development is the surge in film and TV production in New Jersey. This has been driven by the state’s generous tax incentives, which have been extended through 2049. Over the past several years, we have seen an increase in demand from production crews, talent seeking premier accommodations, and filming opportunities for new locations. We have embraced this opportunity and have begun to tailor our services to meet these needs. Across these multiple fronts, tourism is continuing to grow.
How does Hoboken and the broader New Jersey market position itself competitively compared to Manhattan and other nearby destinations?
Our location on the Hudson River waterfront—just minutes from Manhattan—is a key advantage in appealing to both leisure and business travelers. The city of Hoboken itself is urban and has a lot to offer. It is safe and has a neighborhood feel that is not quite as commercialized as a lot of areas, with unique boutiques, restaurants, and one-of-a-kind shops. We do a lot of immersive programming within our Living Room Bar and outside spaces. During the summer, we partnered with various local fitness and wellness groups to host programs three nights a week outside on the lawn.
How are changes in guest preferences altering the experience at the W Hoboken and your service design?
Wellness is the most requested accommodation and experience. In addition to keeping up with the trends, we have innovative technology and systems that allow us to capture guest preferences and get to know them ahead of their arrival. This allows us to customize their experience. As a luxury hotel, we still prioritize person-to-person interactions and connections. W Hoboken leverages technology to enhance the guest journey, integrating advanced features into both wellness and business experiences. The FIT gym is equipped with cutting-edge cardio and strength-training equipment to support active lifestyles, while flexible meeting spaces combine contemporary design with state-of-the-art tech, enabling seamless events from small gatherings to large corporate functions.
How is W Hoboken leveraging its location and amenities to attract both leisure travelers and business groups?
After the pandemic, there was a decline in corporate business travel, with a shift more into leisure; however, we’re now seeing a return in business travel. We are seeing corporate travelers Sunday through Thursday, with a great shift on the weekends to the leisure market. We get a lot of drive-in leisure business and people coming across from New York City in search of a quiet escape. In addition, we host a lot of weddings, wedding room blocks, and other celebrations. W Hoboken partners with local businesses and wellness brands to create on-property activations that highlight Hoboken as a vibrant destination. Programs like the summer wellness series—featuring Barry’s, Yoga Renew, and Project Sculpt—offer guests immersive, locally-inspired experiences while showcasing the city’s dynamic lifestyle and strengthening ties with the community.
What initiatives, upgrades, or partnerships are planned to maximize the opportunity from upcoming events, such as the 2026 FIFA World Cup?
We are partnering with FIFA for the World Cup to host their partners. This is an exciting opportunity for tourism in New Jersey, and we are already working with our marketing team to identify opportunities for us to bring the community in. Bringing the community together and having a little bit of fun, celebrating this great moment, is at the forefront of our minds.
One community partnership I am most proud of is our volunteer work with the Hoboken Public Schools Transition Program. This is a special education program for students with disabilities who are transitioning out of high school. For the past three years, we have been partnering with students who come on the property weekly to learn transferable job skills crucial for the workplace, such as communication, organization, teamwork, problem-solving, time management, and punctuality. It has been a rewarding program for the students as well as our talent who work with them every week.
Staffing is a pressing challenge in hospitality. What strategies are you using to recruit, retain, and train staff while ensuring service quality?
Certain positions are challenging to recruit for. Part of this is because many people are living in New York and looking to work with us, but there is a difference in pay rates between New York and New Jersey. This can be a challenge, more so for hourly and skill-based talent. Over the past few years, people have been looking for more flexible, remote-type work. In hospitality, we are a 24/7 business that requires in-person work. Competing with other businesses that do offer a remote or hybrid schedule can be a challenge. However, we have been agile in this. For any position that doesn’t require the talent to be physically on the property, we allow more flexible scheduling. We have also implemented four-day workweeks for employees when possible. We pride ourselves on doing a lot for our talent (employees), whether it be in the form of recognition, celebrations, or small gifts. We have talent that has been here for a long time, and approximately 25% of our staff have been with us since we opened.
What opportunities do you see for growth in the region over the next few years, and what are the key near-term business goals of W Hoboken?
Right now, our focus is on completing our renovation and increasing awareness that we are the only luxury hotel in New Jersey, offering a beautifully refreshed product. Looking ahead, we are committed to strengthening partnerships within the community and with corporate clients. We also see exciting potential for expanding into international markets. With our newly transformed product and strategic repositioning, we are now more appealing to global travelers – a segment that we have not historically targeted but are looking to grow in. Additionally, we remain dedicated to collaborating with the entertainment industry, which continues to thrive locally and presents ongoing opportunities.
