Crowne Plaza has opened a new flagship hotel in Manhattan’s Times Square district, adding 685 guestrooms, flexible social spaces, dining and event facilities to one of New York City’s busiest neighborhoods. Crowne Plaza Manhattan Times Square also renews a building with World’s Fair heritage while positioning the brand for its next phase of global growth.
Key takeaways
- The 22-story hotel offers 685 guestrooms near Broadway, Rockefeller Center and Central Park.
- The property was developed by ARTIC and is managed by Highgate.
- Dining, coworking-style spaces, wellness programming and event facilities support both leisure and business travelers.
- The opening advances Crowne Plaza’s wider expansion across international markets.
The Times Square location gives the hotel an immediate advantage for visitors who want Broadway entertainment, major attractions and Midtown business districts within easy reach. Its design and programming are intended to make the property useful beyond a traditional overnight stay, especially for travelers combining work and personal time.
A landmark property reimagined
Crowne Plaza Manhattan Times Square occupies a building originally constructed for the 1964 New York World’s Fair. ARTIC, the development company behind the project, sought to update the landmark while preserving elements of its original character. Highgate is responsible for managing the hotel.
The opening reflects ARTIC’s broader interest in the United States as a priority market. The company plans to continue investing in existing properties while assessing additional opportunities, giving this New York launch significance beyond the hotel itself.
Spaces designed for flexible stays
At the center of the guest experience is Fifty-First Street Social, a bar and restaurant designed to shift naturally from morning coffee to evening drinks. A 24-hour marketplace provides grab-and-go meals and travel essentials, an especially practical feature in a neighborhood where many guests keep unconventional schedules.
The hotel also includes meeting and event facilities for business travelers. The Studio offers a smaller setting for focused gatherings, while the upper-floor Manhattan Level features expansive suites and broad skyline views. The Broadway Suite, located on the 22nd floor, adds a private terrace and penthouse-style experience.
Large murals and artwork by Tiago Magro bring a distinctive visual identity to the property. Crowne Plaza’s Weekly Socials and Daily Rituals programming further connects food, drink and wellness activities with the energy of the destination.
A flagship for blended travel
Ginger Taggart, IHG Hotels & Resorts’ vice president of brand management for global premium brands, said the hotel follows Crowne Plaza’s New Modern design philosophy. The approach emphasizes flexible social areas, elevated food and beverage options and experiences suited to guests who mix professional responsibilities with leisure.
That positioning feels particularly relevant in New York, where a conference, client meeting or business trip can easily extend into a Broadway show, a restaurant reservation or a weekend of sightseeing. The hotel’s combination of workspaces, social venues and city views gives travelers more reasons to remain on property between excursions.
Crowne Plaza continues its expansion
Crowne Plaza now has more than 400 hotels operating worldwide and nearly 150 additional properties in its pipeline. Around half of its current portfolio is newly built or recently renovated. IHG expects the brand to add more than 36,000 rooms in the coming years, expanding its footprint by more than one-third.
The Times Square flagship therefore arrives as both a major New York opening and a visible statement of where the brand is headed: toward hotels that accommodate changing travel patterns while offering a stronger sense of place. In a city filled with familiar addresses, its World’s Fair connection and contemporary guest spaces provide a welcome point of difference.
