If entertainment is the name of the game, let’s go all the way. That’s probably what they thought at W Hotels with “The Retreat”. A content series from the hotel chain that seems to be taking lessons from HBO’s The White Lotus and The Group Chat series from TikTok influencer That Girl Syd Jo.
I’m guessing I don’t have to explain the first one. In the latter we follow the drama that unfolds in a friend group through their group chat. Influencer Sydney Jo garnered overnight success with this format and it seems to be inspiring W Hotels, as “The Retreat” follows a group of twenty-somethings during their drama-filled vacay at the W in Thailand.
@thatgirlsydjo The Group Chat: Season Finale #groupchat #friends #drama #tea ♬ original sound - Sydney Jo
Currently, they’ve only released a teaser of the series, but it seems to have a high production value, although I’m not sure the acting is all up to par. But even that seems on point with internet culture if you take into account the numerous sketches that flood TikTok, where bad acting is the point.
It’s definitely a switchup from all the brands that were jumping onto the unhinged content bandwagon (thank Duolingo for that, RIP). Refreshing to see that W Hotels is taking a risk with a series that seemingly has a high budget behind it. The hotel chain already stands out to me. In terms of organic content, I feel like they really hit it out of the park. So I’m curious to see how this trip will pan out.
