- Reopening in the heart of Times Square, Manhattan, following an extensive renovation.
- 685 keys, including panoramic rooms and an exclusive Broadway suite.
- A project led by owner ARTIC and operator Highgate.
- Spaces designed for hybrid travel, bridging work and leisure.
- The address becomes the global flagship showcase for the Crowne Plaza brand renewal.
IHG is reopening one of its most high-profile addresses. The Crowne Plaza Manhattan Times Square is unveiled following a complete renovation, featuring 685 keys and a clear vocation · to serve as a global showcase for the brand’s repositioning.
A renovated New York heritage
The building occupies one of Manhattan’s most contested plots, just metres from the Times Square intersection. The renovation has preserved the historic structure and framework while entirely revamping the interiors. Few New York addresses combine this location with such a volume of rooms.
The project was led by owner ARTIC, with Highgate handling operations · a classic arrangement on the New York market, where the brand provides the sign and distribution network rather than the bricks and mortar.
◆ The new face of Times Square
Hybrid travel as a layout principle
The interior programme follows a simple premise · business travellers now extend their stay with a few personal days, and leisure travellers work for a few hours each day. The common areas are designed accordingly, featuring work zones integrated into the lobby rather than relegated to a business centre. It is this shift in usage that the new Crowne Plaza generation aims to capture.
Panoramas and Broadway suite
The superior categories open onto the neighbourhood’s luminous signs, a permanent spectacle that few hotels can offer from the bedroom. The Broadway suite, unique to the property, stands as its high point. The view of Times Square from the upper floors remains the address’s central selling point.
A showcase for the brand
Crowne Plaza has spent several years undergoing a repositioning designed to reconcile its business brand heritage with contemporary expectations. This New York opening serves as a demonstrator · what works here will be replicated elsewhere in the network.
Our perspective
Times Square divides opinion · you either love its intensity or flee from it. For anyone coming to see Broadway, attend a show and walk to Bryant Park, the location is unbeatable and the 685 keys ensure the address remains available even in high season, which is no small feat in Manhattan.
This is an address to recommend for a first trip to New York or for a business trip extended by a few days · request a high category, as the difference in view justifies the variance. Travellers seeking quiet will prefer the Upper East Side or West Village.
