Crowne Plaza Manhattan Reopens as Americas Flagship
The Crowne Plaza Manhattan Times Square has completed a multi-year refurbishment. It now serves as the brand's Americas flagship property.
Manhattan Property Reopens After Refurbishment
The Crowne Plaza Manhattan Times Square reopened on 2 September 2026. This follows a multi-year refurbishment project. The 685-key property now serves as the Crowne Plaza brand's Americas flagship. Parent company IHG Hotels & Resorts states this new designation. Qatar-based Al Rayyan Tourism Investment Company (ARTIC) developed the hotel.
New York-based Highgate manages its operations. The hotel previously operated as The Manhattan at Times Square. It sits just north of Times Square. Its location is close to the city’s Theater District and Central Park.
Brand Strategy and Design Philosophy
Ginger Taggart, IHG’s Vice President of Brand Management for global premium brands, commented on the hotel. She stated the property marks a significant point for the Crowne Plaza brand. Its design follows a "New Modern design philosophy". This approach focuses on meeting the needs of today's "blended traveller".
IHG reports that half of Crowne Plaza’s global properties are now either new or recently renovated. Last year, IHG projected 70% of its Americas properties would undergo transformation by the end of 2025. Tarek El Sayed, ARTIC's Managing Director and CEO, noted the hotel's transformation. He said it reflects a long-term vision for the asset. This also demonstrates confidence in New York and the US hospitality market.
New Amenities and Guest Offerings
The hotel, originally built in 1962, introduces several new amenities. Fifty-First Street Social is a new bar and restaurant. It provides all-day dining and evening cocktails. A 24/7 Marketplace sells grab-and-go options for guests. The property also hosts Weekly Social events focused on food and beverages. Wellness-focused Daily Rituals are available to guests.
Meeting spaces include The Studio. This area is designed for more intimate gatherings. These additions aim to enhance the stay for travellers visiting the city.
Market Performance and Brand Expansion
Manhattan's lodging market showed strength in the first half of 2025. A PwC index reported a Revenue Per Available Room (RevPAR) increase of over 7% year-over-year. The Average Daily Rate (ADR) gained 5.7%. Luxury hotels drove this market performance. Their RevPAR rose over 10% year-over-year.
This was nearly double the growth seen in upper midscale through upper upscale properties. Crowne Plaza currently operates over 400 hotels globally. The brand also has nearly 150 hotels in its development pipeline. IHG expects Crowne Plaza to add over 36,000 rooms. This will grow its global footprint by more than 35%. The Manhattan flagship property reinforces this expansion strategy.
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