I liked the W hotel I stayed in once, in NYC. Although clearly a very nice hotel (compared to the likes of our bedraggled, hungover selves) it didn't really feel over-the-top or pretentious, or like it wanted to shut me in my room and milk me for my money via an extortionately priced mini-bar. Of course, there was a mini-bar, but Manhattan's hardly lacking in massive ones either.

Nope, the W was more than your average hotel in a lot of ways. It felt more... dare I say it, girly? Swirling patterns, attention to accessories, dramatic details... it was pretty much the hotel equivalent of Sienna Miller's wardrobe, really. In any case, it left enough of an impression on me to get excited about a new one - the first W Hotel and Residences in the Middle East, opening next May in Doha, Qatar. With another hotel planned for Dubai Festival City next year, and one for The Palm in 2010, (and judging by the success of it's 21 other properties in the States, Maldives, Mexico, to name a few locations) it's looking like W is about to be the letter on everyone's lips!

Of course, it's not just the promise of 156 luxury serviced apartments, or 291 guest rooms and suites that tickles our fancy, here. Sure, they might be gorgeous, squeezing modernism into every minute detail with iPods in each room, interactive televisions and electronic check-ins... but living in a place ALREADY dripping in glitz and glamour, a lot of us have grown hardened to superficial efforts to impress. We want the real deal - home comforts and style with a measure of substance in a place that seems to alter by the day. But of course, we're not exactly opposed to the idea of its impending multiple signature restaurants and lounges, the aptly named Bliss Spa, (and the not so enticingly entitled Sweat fitness centre). It's the thought of a whole new place in which to play, that floats that proverbial boat!

Also, W hotels in other countries are known for hosting amazing events, so we're hoping Doha joins the party. They're already promising an American celebrity will be jetting in to cut the ribbons, although they can't tell us who because they know we can't keep our big mouths shut. That's OK... we like surprises anyway (hmph).

As the fastest growing luxury hotel brand in the world, W must be doing something right. We can't wait to get the goss after Christmas. And watch this space for more news on that celebrity ribbon-cutter. We don't suppose Justin will be hanging round long enough to do the honours?