New York City, United States One of the Last New-Build Hotels in Times Square Has Opened Here’s Why the Industry Is Watching Closely!

Published on February 26, 2026

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New York City, United States has expanded its premium hospitality landscape with the opening of voco Times Square Broadway, the largest property under the voco brand in the Americas. The launch marks a significant milestone for IHG Hotels & Resorts, reinforcing the company’s growing presence in one of the world’s most visited urban destinations. Located in Midtown Manhattan near the iconic entertainment district, the new hotel reflects both the continued recovery and long-term strength of New York City’s tourism sector, as highlighted by data from official tourism and city economic development agencies.

Strengthening New York City’s Tourism Infrastructure

The newly opened 32-story hotel introduces 419 guest rooms to the Midtown market, expanding accommodation capacity in an area that remains central to international and domestic visitation. Positioned at the intersection of Seventh Avenue and West 48th Street, the property sits within walking distance of major cultural and commercial landmarks, including Times Square. According to official tourism data from NYC & Company, Midtown Manhattan continues to attract the highest concentration of visitors due to its proximity to theaters, museums, retail corridors, and major transit hubs. The addition of a large-scale premium hotel aligns with city priorities to support tourism growth and hospitality employment. The property also enhances access to nearby attractions such as Radio City Music Hall, Museum of Modern Art, and the Empire State Building, all of which are listed by official cultural institutions and municipal resources as major visitor draws.

Part of a Rapidly Expanding Global Brand

The opening comes during a period of accelerated global growth for IHG’s premium lifestyle brand, voco. The brand surpassed 100 operating hotels worldwide in 2025 and has since expanded to more than 120 properties, with over 100 additional locations in development. Within New York State alone, the new hotel joins existing voco properties, including voco Times Square South and voco The Franklin. Together, these developments signal growing investor confidence in the state’s hospitality sector and the sustained demand for premium accommodations. The Midtown launch also follows the recent debut of a voco property in Astoria, further strengthening the brand’s footprint across New York City’s boroughs.

A Design Inspired by New York’s Jazz Age

The architectural and interior concept of voco Times Square Broadway draws inspiration from the city’s Prohibition-era speakeasies and Jazz Age heritage. Public spaces feature a blend of contemporary lines and vintage-style elements, including warm lighting, textured materials, and lounge-style seating intended to create an inviting social atmosphere. Guest rooms are designed to balance comfort with character, combining modern amenities with subtle retro influences and a calming color palette. The design approach reflects a broader trend in urban hospitality toward experiential environments that connect visitors with local history and culture. City planning records indicate that the development is among the final new-build hotel projects approved in the immediate Times Square area, where zoning, density limits, and development controls have tightened in recent years.

Unique Rooftop Experience in Midtown

One of the property’s defining features is its rooftop venue, described as the only hotel rooftop in the Times Square area offering unobstructed panoramic skyline views. The 2,400-square-foot indoor-outdoor hybrid space is designed to host private events, social gatherings, and group celebrations. Rooftop venues have become a significant component of New York’s hospitality offerings, contributing to the city’s nightlife economy and supporting local event and entertainment sectors, according to municipal hospitality and economic development resources. At the center of the hotel’s social scene is The Velvet Fox, a bar and lounge offering cocktails, small plates, and live entertainment in a setting intended to evoke the intimate atmosphere of historic Manhattan nightlife venues.

Supporting Midtown’s Post-Pandemic Recovery

The addition of a large-scale premium hotel contributes to the continued recovery of Midtown Manhattan’s hospitality sector. Official figures from the U.S. Travel Association and New York City economic agencies show steady growth in visitor numbers and hotel occupancy rates since 2023. New York City remains the most visited city in the United States, with municipal forecasts indicating continued growth in international arrivals through the late 2020s. Investments in new accommodation infrastructure are considered essential to maintaining competitiveness with other global destinations. The voco Times Square Broadway project also supports local employment across hotel operations, food and beverage services, events, and maintenance functions.

A Premium Yet Approachable Stay Experience

IHG positions the voco brand within the premium segment, combining the operational consistency of a large international hotel group with the distinctive character typically associated with independent boutique properties. The Midtown hotel reflects this positioning through its balance of large-scale capacity and individualized design elements. The property targets a diverse mix of travelers, including business visitors, leisure tourists, group travelers, and event planners seeking a centrally located Midtown base with lifestyle-oriented amenities. Its location near major subway lines and transportation corridors also aligns with city and state initiatives to promote transit-oriented tourism and reduce reliance on private vehicles.

Expanding IHG’s U.S. Premium Portfolio

The Times Square opening represents a strategic addition to IHG’s growing premium portfolio in the United States. Industry data from official federal tourism and commerce sources indicates continued demand for upper-upscale and lifestyle hotel segments, particularly in gateway cities such as New York. By expanding its presence in Midtown, IHG strengthens its competitive position in a market that remains one of the most valuable and visible hospitality environments globally. The project also reflects broader trends in the U.S. lodging sector, including brand diversification, experiential design, and the integration of social spaces that appeal to both visitors and local residents.

Outlook for New York City Hospitality

As New York City continues to rebuild visitor volumes and tourism spending, new developments such as voco Times Square Broadway highlight ongoing investment confidence in the destination. Official city tourism strategies emphasize the importance of expanding high-quality accommodations, enhancing visitor experiences, and supporting year-round travel demand. With its central location, large room inventory, and distinctive rooftop offering, the property is positioned to serve as a key addition to Midtown’s hospitality ecosystem. The opening also reinforces New York City’s role as a global tourism hub where international hotel brands continue to invest in long-term growth, innovation, and destination appeal.