The Marriott-branded W South Beach & Residences in Miami Beach, Florida, will rebrand to Hilton’s Waldorf Astoria flag early next year, Hilton and property owner Reuben Brothers jointly announced Tuesday.
Hilton and Reuben Brothers signed a management agreement to transform the premier oceanfront hotel into Waldorf Astoria Miami Beach, marking the brand’s debut in the Miami Beach market, according to a news release.
The transition comes after W South Beach announced in late June that it would drop its Marriott affiliation and lay off 337 employees upon closing for renovations in August.
As part of the repositioning, the hotel will undergo “a meticulous renovation” that will see the hotel pair Waldorf Astoria’s “signature elegance” with the cultural heritage of Miami Beach, per the release. Los Angeles-based Avenue Interior Design is leading the project design.
Upon its planned winter 2027 relaunch, Waldorf Astoria Miami Beach will offer 348 newly designed suites with ocean views and balconies; a new lobby and guest arrival experience; and a new food and beverage program led by a world-class culinary team, per the release. The property will also feature a newly curated spa and wellness experience with an enhanced fitness center; a revamped 48,000-square-foot pool deck with private cabanas; and updated event spaces. Hilton will manage the hotel when it reopens.
“Waldorf Astoria Miami Beach will bring a new chapter of elegance, one that honors the destination’s cultural energy, coastal beauty and iconic sense of style while creating an experience that feels timeless, deeply personal and entirely of its place,” Dino Michael, senior vice president and category head for Hilton’s luxury brands, said in a statement.
With the property, Hilton continues expansion of its Waldorf Astoria brand, which is also coming to downtown Miami in 2028, per the release, as well as to Utah’s Deer Valley Resort and Texas Hill Country. Worldwide, the brand has 40 properties located in “sought-after destinations.”
Neither Hilton nor Reuben Brothers immediately responded to a Hotel Dive request for comment on whether there will be a residential component at Waldorf Astoria Miami Beach.
Geneva, Switzerland-based Reuben Brothers acquired the property in 2024 in a deal valued over $400 million. Last month, the firm told Hotel Dive the planned rebranding would “create additional employment opportunities for existing team members to return and for new colleagues to join.”
