The Best New Hotels in Manhattan, From $300 to $900 a Night

No matter what’s trending in fashion, the New York City uniform has remained constant—any cut, any style, but make it black. And the same has long been true of Manhattan hotels, with slick onyx, creamy white and neutral linens serving as reliable antidotes to the city’s sensory overload.
Not anymore.
“If you think about what the consumer wants today, they don’t want beige,” says Elizabeth Mullins, managing director of the Fifth Avenue Hotel and chief operating officer of its parent company, Flâneur Hospitality. “They want a hotel with soul.”
Mullins, a veteran of Ritz-Carlton and the Walt Disney Co., says this has been true ever since the pandemic left people wanting to reawaken their senses and “feel something” along their travels. Most commonly, they want to feel a sense of place. “But it’s hard to evoke much of anything when you’re beige.”
If you don’t like judging a book by its cover, don’t judge this hotel by its traditionally styled lobby, with its elegantly draped double-height windows and crystal chandeliers. But if you must, form your opinion from the contents of two vintage hutches against the back wall: The cheeky curiosities include a single goldfish cracker in a “plastic baggie” made from crystal.
That sense of humor is a through line for this kaleidoscopic hotel, fashioned with all sorts of winks and nods by the ever-whimsical designer Martin Brudnizki. In one hallway is a gallery wall of framed eyes—some painted, some drawn, some googly. Its 153 rooms feature martini carts piled high with full-size spirits and fresh-baked lemon cookies, all from chef Andrew Carmellini, who runs the excellent Café Carmellini restaurant downstairs. Mercury glass panels behind the headboards create a brilliant optical illusion: they reflect the twinkle of star-shaped ceiling lights, making each room feel twice its actual size.
For fans of the U.K.-based brand (and there are many), the overall look will be familiar: dramatically oversize headboards and upholstered dress forms in mix-and-match patterns are Kemp’s indispensable signatures. The same is growing true about other design tropes she’s adapted here, such as long displays of white porcelain pots adorned with mushrooms and fairies in glowing, red-painted nooks, or the color-block leather stools at the bar. If it’s slightly formulaic by now, there’s a reason for that: the effect is still mesmerizing.
Thoughtful details abound, including green marble luggage benches built into little foyers. Ditto on the amenity side: The hotel has thought of all sorts of clever perks, such as a full cinema in the basement (with velvet chaise seats!) that can be used for kids’ movie screenings on rainy days.
That’s a lot of amenities for a hotel with shockingly well-priced rooms, though there are 460 of them—a big number by New York standards. Even the entry-level ones have separated, suitelike foyers, a brand standard designed to give solo female travelers extra privacy. (We love not having to say hi to room service staff while wearing a bathrobe.)
Also standard at all Virgin hotels are a handful of supersmart, space-saving design tricks. There’s always a very comfortable bed that includes a built-in cushion in one corner: You can sit against it if you want to work with your computer on your lap. In most rooms here the upholstered gray headboards stretch a few extra feet to one side, forming bench seating to go with a small round table—a functional dining space. Elsewhere, splashes of red abound; it’s the Richard Branson signature.
“We’ve really moved from being this original lifestyle hospitality disrupter to being firmly rooted in the luxury lifestyle portfolio for Marriott,” says George Fleck, senior vice president and global brand leader for W Hotels. “But we don’t want to lose the playfulness and sense of style that we’ve been known for,” he says. “It’s an evolution, not a revolution.”
Part of that is simply shifting the colors to richer and more saturated tones, such as the forest green carpeting and orange leather headboards that stretch all the way to the ceiling in many of the hotel’s 256 rooms. Downstairs, a sizable gym with a Peloton “studio space” is done in minty green-and-yellow checkerboard tile; on the second floor, a Beaux Arts “Living Room” replete with ornamental plaster work gets a dose of fun from a mod, ochre-toned fireplace shaped like a giant rainbow (similar to the Virgin Hotel bookshelves). It’s refined and smart but with a cheeky edge—a little like New York itself. Rooms from $550