Q: Laurens, we’re here for two very special openings. Can you talk us through them?
A: We’re launching two new guest experiences: the Lacoste padel club and Alune, our completely reimagined beach club.
We’ve leveraged our relationship with Lacoste in the region and created the first Club Lacoste in Asia Pacific. It consists of two branded padel courts and a Lacoste retail outlet.
Whether you’re an in-house guest or visiting from outside, you can book a court, bring your friends, play some padel and do a bit of shopping before heading into the resort to enjoy the rest of the facilities.
It’s a really amazing space and a different kind of lifestyle experience in Seminyak.
Laurens Kritzinger, General Manager, W Bali Seminyak
Q: And Alune, your new beach club. This is a significant shift from what was here before, isn’t it?
A: Yes, it’s a complete re-conceptualisation of what a beach club in Bali can be. We had a very famous beach bar called Woobar and we wanted to bring something fresh and elevated.
The resort tells the story of the different regions of Bali – from the forests of Ubud to the volcanoes and the cobblestone village roads – and we wanted the beachfront to align with that.
Working closely with our owners, designers, Marriott and the W brand team, we developed Alune, which is a tribute to waves, rhythm and the ocean of Seminyak. It’s all about flow, movement and an elevated sense of place.
I’d say Alune is very much 2026 – it’s “now”. If you look at post-COVID and how tourism has ramped back up, people’s expectations have evolved. Guests are moving away from just loud clubs and overindulgence. There’s nothing wrong with that, but people increasingly want quality.
So Alune is an elevated beach club experience with a heavy focus on quality across the board. It’s a full, all-round beach club experience – dining, drinks, music and design – and, on top of that, I honestly think it’s one of the best places in the world to watch the sunset. You just can’t take a bad photo at Alune.
Q: Are travel agents still relevant when it comes to selling a property like W Bali Seminyak?
A: I absolutely believe there will always be space for travel agents. Of course, hotels and big companies like Marriott will try to grow direct business and promote loyalty programs, but that doesn’t negate the role of the agent.
Travel is deeply personal and markets like Australia are very relationship-driven. Travel agents have a close relationship with their customers and, importantly, they have their trust. That’s something you can’t replicate with an algorithm.
For us, there are two relationships: the one between the agent and the customer and the one between the hotel and the agent.
We want a direct relationship with our guests, but we also want strong, fair relationships with agents, giving them a genuine opportunity to do business with us.
Q: Australia is clearly a key market for you. Why do you think Australians, in particular, have such an affinity with Bali and with Seminyak?
A: I think the relationship between Australia and Bali is very special and long-standing.
It started some 50 years ago when Bali was a small surf island and the Australian surfers started coming. From there, things slowly developed and the connection only deepened.
Obviously geography and proximity help – it’s close and the seasons align nicely. Your colder winters match our cooler season, so it’s a perfect escape from the hustle, bustle and weather of Australia.
Culturally, Australian and Balinese lifestyles also complement each other extremely well. You’ve got the kindness and calm of the Balinese, the island and beach lifestyle, and then you have the fun-loving nature of Australians.
The beauty of the Balinese is how kind and patient they are and they’re genuinely happy that people come here to enjoy themselves.
Q: And where you’re located is also a big selling point.
A: Since COVID, Seminyak has really matured, particularly this Petitenget strip where we are.
You’ve got a row of luxury hotels along an amazing beach and, up on the main road, probably the best area now for dining, café culture and wellness. Some of the best restaurants in Bali are right in front of W Bali Seminyak.
For Australians, it’s an incredible proposition: surf, beach clubs, sports bars if you want to watch the footy, world-class dining, nightlife, wellness – and then you can come back to a resort like ours that matches that energy but also gives you space to unwind.
Q: For agents and their clients who haven’t yet experienced your brand, what can they expect when they book your resort for the first time?
A: W is sometimes misunderstood as just a loud party brand, but it has evolved. The core is still that New York-inspired vibrancy and 24-hour energy, but it’s layered with local design, destination storytelling and genuine service.
At W Bali Seminyak, guests can expect a visually striking resort with a strong design narrative – from the forests of Ubud as you drive in to the suggestion of volcanoes, village cobblestones and the ‘conceal/reveal’ journey into the lobby and down to the ocean.
You also have the ability to be who you want to be. If you want nightlife, you’ll find it. If you want wellness, you’ll find that too. If you want to completely unplug, we can deliver that in one of our fantastic villas.
Visitors will find a team that is genuinely guest-focused. The Balinese talent here never seem to tire of taking care of people. As a leader, that’s one of the most incredible parts of working at this property.
Q: That leads me nicely onto my last question. What kind of satisfaction do you get out of running a hotel like this?
A: I said to someone this morning: imagine waking up and living in a villa at W Bali Seminyak. That’s my reality. It honestly doesn’t get much better.
My life is so easy in the sense that all I really have to do is keep happy people happy.
Our guests are already in a good place; they’ve chosen to be here. I get to be part of this lifestyle, this environment and this culture, surrounded by a team whose energy and enthusiasm for taking care of guests genuinely inspires me.
I enjoy coming to work every single day. And I always say: if you’re not happy in Bali, there’s something wrong – because in a place like this, you can find so much joy.
