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StandardX Times Square hotel set to open in NYC in second half of 2028
The StandardX brand launches its first North American hotel, The StandardX Times Square, in New York City. The flagship property is scheduled to open in the second half of 2028 and will serve travelers looking for accommodation, dining and entertainment in Manhattan’s Theatre District.
In this story
At a glance
- What changes
- The StandardX brand opens its first North American flagship hotel in Times Square, NYC.
- Timing
- Opening scheduled for the second half of 2028.
- Who is affected
- Travelers seeking accommodation, dining or entertainment in Manhattan’s Theatre District.
The details
- Announced by
- Hyatt Hotels Corporation and Extell Development Company
- Takes effect
- second half of 2028
- New rule
- The StandardX brand will have a flagship hotel in New York City opening in the second half of 2028.
Announcement and Partners
Hyatt Hotels Corporation teamed with Extell Development Company to bring the StandardX brand to North America for the first time. The partnership will deliver a flagship property in New York City, marking a major milestone for both the Standard brand and Hyatt’s Lifestyle portfolio.
Hotel Details and Amenities
Located at 255 West 45th Street in Manhattan’s Theatre District, the StandardX Times Square will feature approximately 1,800 rooms. The design draws on New York’s theatrical character, using bold colours and sculptural forms to create an energetic atmosphere. Amenities include an enclosed free‑fall thrill ride, an observation deck more than 1,000 feet above the city, a rooftop swimming pool, and integrated dining and entertainment venues.
Opening Timeline and Future Plans
The hotel is slated to open in the second half of 2028. Hyatt and Extell said further details about the design, dining concepts and nightlife offerings will be released as the opening date approaches, allowing potential guests to plan their stays and experience the new entertainment destination.
What this means for travellers
Trip planning
- Travelers can add the new StandardX Times Square hotel to itineraries once reservations open after the 2028 launch.
- The hotel’s location in the Theatre District offers proximity to Broadway shows and Times Square attractions.
- Booking windows will likely open several months before the second half of 2028, so monitor announcements.
Cost and documents
- The opening does not introduce any new fees beyond standard hotel rates.
- No additional travel documents are required solely because of the hotel’s debut.
- Existing reservation deposits for other hotels remain unaffected.
What you need to do
- Check Hyatt’s official website for reservation release dates as the opening approaches.
- Consider securing rooms early to benefit from introductory rates once they become available.
- Stay informed of any promotional packages announced by Hyatt or Extell before the hotel opens.
Who this affects
-
Leisure travelers to New York City
They will have a new boutique hotel option in Times Square offering entertainment and dining.
What to do Monitor Hyatt’s booking platform for room availability.
-
Business travelers attending events in Manhattan’s Theatre District
The hotel provides convenient accommodation close to conference venues and entertainment.
What to do Include the StandardX Times Square in travel plans once rooms are released.
-
Entertainment seekers looking for unique experiences
The property features a free‑fall thrill ride, observation deck and rooftop pool.
What to do Plan visits around the hotel’s attractions when they open.
-
Event organizers planning large gatherings in NYC
The hotel includes extensive dining and event spaces suitable for conferences and parties.
What to do Contact the hotel’s events team after the opening for booking details.
-
International tourists interested in theatrical‑themed stays
Design draws on New York’s theatrical character with bold colours and sculptural forms.
What to do Consider the hotel as a themed accommodation option for upcoming trips.
Frequently asked questions
When is The StandardX Times Square hotel scheduled to open?
The StandardX Times Square hotel is slated to open in the second half of 2028, according to Hyatt and Extell.
How many rooms will the new StandardX hotel have?
The hotel will contain approximately 1,800 rooms, providing a large inventory for guests.
What unique attractions will the StandardX Times Square offer?
Guests can experience an enclosed free‑fall thrill ride, an observation deck over 1,000 feet high, and a rooftop swimming pool.
Who are the developers behind the StandardX Times Square project?
Hyatt Hotels Corporation partners with Extell Development Company to develop and operate the hotel.
Where is the StandardX Times Square located in Manhattan?
The property occupies 255 West 45th Street in the Theatre District of Manhattan, near Times Square.
Will the hotel include dining and entertainment venues?
Yes, the hotel combines accommodation, dining and entertainment under one roof, with plans for multiple venues.
