Dive Brief:
- W New York – Union Square, part of Marriott International’s luxury W Hotels brand, has opened following a $100 million renovation, the hotel company announced last week.
- The renovation touched every aspect of the 256-key Manhattan hotel, from its guest rooms to its dining concepts. New York City architecture firm Rockwell Group led the revamp, drawing inspiration from the nearby Union Square Park.
- W New York – Union Square is the latest W Hotels property to open after the brand’s multiyear evolution across design, culture and service. Hotel players industrywide are focusing on growth in luxury as the segment sees stronger performance than its lower-tier counterparts.
Dive Insight:
W New York – Union Square opened last week with upgraded guest rooms, each “designed to strike the perfect balance of comfort and character” with nods to New York City, according to Marriott. The rooms and suites feature a nature-inspired color palette that mirrors the seasonal changes of Union Square Park as well as updated technology throughout.
Beyond the guest rooms, the project revamped the hotel’s centerpiece grand staircase; redesigned the property’s “Living Room” gathering space, a W Hotels brand signature where live events and activations can be held; transformed the former subterranean bar into a wellness space including a fitness center and “recovery zone”; and enhanced the property’s meetings and events space with new furnishings and design elements.
The hotel’s food and beverage program was also updated. In line with the opening, Union Square’s only rooftop bar has opened at the hotel, according to Marriott. Additionally, this fall, modern seafood brasserie Seahorse will debut with a 125-seat dining room.
W New York – Union Square joins other W Hotels properties to open following the brand’s strategic evolution. In October 2024, Marriott unveiled the newly renovated W Hollywood, the brand’s West Coast flagship. In January, Marriott opened W Austin in Texas and announced a forthcoming dual-branded W Hotels and W Residences property in Cleveland.
During last year’s Lodging Conference in Phoenix, Jenna Jacobson, vice president of luxury and mixed-use development at Marriott, said the company was focusing on expanding its luxury portfolio to “capture the next generation of luxury lifestyle travelers” who seek accommodations that are “different, experiential, memorable and desirable.”
The luxury segment will be a top area of focus for hotel players this year, as higher-tier hotels see strong performance, an August JLL report detailed.
Luxury drove Hyatt’s second-quarter results, in particular, as “high-end consumers continue to prioritize travel,” CEO Mark Hoplamazian said during an earnings call.
W New York – Union Square was one of 2025's most anticipated hotel openings. Hotel openings still to come this fall include Omni Fort Lauderdale Hotel and Delano Miami Beach in Florida; One&Only Moonlight Basin in Big Sky, Montana; and Limelight Boulder in Colorado.
