New York is loud. It is unapologetically chaotic, and for a long time, the W Hotel New York City brand was the loudest thing in it. If you walked into a W back in the early 2000s, you knew exactly where you were. Purple neon. Deep house music thumping in the lobby at 2:00 PM. Dim lighting that made it feel more like a nightclub than a place to sleep.
Things are changing.
The original W New York on 54th and Lexington—the one that started the "boutique" revolution in 1998—is gone. It’s now the Maxwell. Even the W New York - Downtown eventually rebranded. If you are looking for that specific "W" vibe today, your options have shifted dramatically, and frankly, the brand is in the middle of a massive identity crisis that actually works in your favor if you know where to stay.
The Shift to W New York - Times Square
When people search for the W Hotel New York City right now, they are almost always looking for the Times Square property. It sits at 1567 Broadway. It is the flagship. It is also a polarizing monolith.
The lobby is on the 7th floor. To get there, you have to navigate the madness of 47th Street, weave through tourists taking selfies with Elmo, and find the glass doors. Once you’re inside, the city disappears. The Living Room (their version of a lobby bar) is still the heart of the operation. It’s actually one of the few places in Times Square where locals will actually hang out, mostly because the cocktails are decent and the view of the glowing billboards below is genuinely mesmerizing.
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But here is the catch. The rooms are tight. We are talking New York City tight. While the "Wonderful" and "Spectacular" room categories have that sleek, minimalist aesthetic, you aren't getting much square footage. The brand is betting that you won’t spend much time in the room anyway. They want you downstairs.
Why Union Square is Actually the Better Choice
If you want the W experience without the sensory overload of Times Square, the W New York - Union Square is a completely different beast. It’s housed in the 1911 Guardian Life building. It has high ceilings. It has history.
Honestly, the Union Square location feels more "New York" than the Broadway one. You have the Greenmarket right outside. You have the NYU crowd and the tech workers from Silicon Alley. The rooms here feel a bit more substantial because of the Beaux-Arts architecture. The "Extreme Wow" suite here is actually one of the better-kept secrets for high-end events in the city because it doesn't feel like a cookie-cutter hotel room.
The service at Union Square tends to be a bit more personal, too. At Times Square, you are one of a thousand guests. In Union Square, the staff actually remembers if you prefer sparkling water over still. It’s a nuance that the Marriott-owned brand is trying to lean into as they renovate these properties to compete with the likes of Edition or 1 Hotels.
The Reality of the "Whatever/Whenever" Service
The W brand famously uses the "Whatever/Whenever" slogan. In theory, they will get you anything as long as it’s legal.
In practice?
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It’s a concierge desk. A very good one, sure, but don't expect them to find you a white tiger for your hotel room. What they are good at is getting you into restaurants that usually have a three-week wait. Because of the W's deep ties to the New York nightlife and dining scene, the concierges often have direct lines to places like Carbone or Polo Bar. If you stay there, use that. Don't just ask for a map of Central Park.
The Renovation Wave and the "New" W Look
Marriott has been pouring money into the W brand because, frankly, the "party" vibe was getting a little dusty. The new design language is less "neon rave" and more "refined luxury with a wink."
- Expect more natural wood.
- The lighting is being turned up (thankfully).
- The tech is actually getting updated—no more weird docking stations for iPhones that haven't existed for a decade.
The W New York - Times Square underwent a massive refresh of its Living Room and public spaces recently to reflect this. They’ve moved away from the heavy, dark velvets and toward metallic finishes and cleaner lines. It feels more expensive and less like a movie set.
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What Most Travelers Get Wrong About the Price
People see the $400-$700 price tag and expect a St. Regis experience. You won't get that. You aren't paying for white-glove service or a butler who presses your pants. You are paying for the "Scene."
If you want a quiet, library-style atmosphere where you can read a book in peace, stay at the Lowell or the Carlyle. If you stay at a W Hotel New York City, you are signing up for a specific energy. There will be music. There will be people dressed for a gala at 11:00 PM. It is an extroverted hotel.
Also, keep an eye on the "Destination Fee." Almost every W in New York adds a daily charge (usually around $35-$45). They say it covers high-speed Wi-Fi, fitness classes, or a credit for the bar. It’s basically a forced tax. Factor that into your budget so you aren't annoyed when you check out.
Actionable Tips for Booking Your Stay
- Skip the Low Floors: In Times Square, anything below the 20th floor is going to be noisy. Even with double-paned glass, the sirens of Manhattan find a way in. Request a "High Floor" when you check in—don't just hope for it.
- Join Marriott Bonvoy: Even the lowest tier of membership can get you a late checkout. In a city where flights are constantly delayed, having that 2:00 PM checkout is a lifesaver.
- The Bar is Your Office: If you're traveling for business, the Living Room at the W Union Square is one of the best "unofficial" workspaces in the city during the day. It has great Wi-Fi and enough hum to keep you focused but not so much that you can't take a call.
- Check the Event Calendar: W Hotels often host "Sound Series" or local fashion pop-ups. Check their social media before you arrive; you might get a free ticket to a show just for being a guest.
- Use the App for Everything: Don't call the front desk for towels. Use the Marriott app chat. The response time at the NYC properties is significantly faster via text than via the "Whenever" button on the room phone.
The W brand is growing up. It’s less about the party now and more about a high-design home base in the middle of the world’s most intense city. Choose Union Square for the vibes and Times Square for the views, and you'll generally come away happy.