Hyatt Just Announced an 1,800-Room Hotel for Times Square. With a Free-Fall Ride.

Hyatt and Extell Development announced The StandardX Times Square - a 1,800-room flagship hotel coming to Manhattan’s Theater District in 2028. The project brings The StandardX brand to North America for the first time and includes some unusual features like a free-fall thrill ride, 1,000-foot observation deck, and rooftop pool.

Hyatt made a big announcement late last week week. The StandardX brand is coming to North America with a flagship 1,800-room hotel in Times Square. The project at 255 West 45th Street will bring a brand new hospitality experience to Manhattan’s Theater District when it opens in late 2028.

The details are what make this announcement particularly interesting.

By The Numbers

• 1,800 rooms. The StandardX Times Square will be comprised of 1,800 rooms, making it one of the largest hotels in Manhattan.
• 255 West 45th Street. The property's location puts it in the heart of Times Square, in the Theater District.
• The Development partner: Extell Development Company is the same firm behind Central Park Tower (the world’s tallest residential tower) and other major Manhattan projects.

The (Unique) Entertainment Features

Here’s where this announcement gets interesting. The property will also include:

• An enclosed free-fall thrill ride.
• An observation deck 1,000+ feet above Manhattan.
• A rooftop pool featuring Manhattan skyline views.
• Multiple restaurants, bars, and nightlife venues.

The hotel is being very designed as a hospitality + entertainment destination. In many ways it feels more Las Vegas than Manhattan.

The StandardX Brand Context

The StandardX is a newer brand offering from The Standard, which launched in 1999 and has flagship hotels in New York (High Line and East Village), London, and Bangkok. The StandardX is being positioned as “The Standard’s irreverent younger sibling” and strips back the Standard’s full-service model.

According to Hyatt this means:

• Simpler rooms
• More casual service
• A lower price points than the parent brand

The World of Hyatt Angle

This is where the announcement matters for travel enthusiasts. The StandardX properties participate in World of Hyatt, meaning you can earn and redeem Hyatt points at these hotels.

A few considerations:

• Category and point redemption rates aren’t yet known. New York City properties typically command Hyatt’s higher categories. We can likely expect this to land in Category 7 or 8 range, which would mean 35,000-45,000 points per night.
• Elite benefits should apply. Globalist members can expect to see benefits like upgrades and breakfast at this property, assuming standard Hyatt brand participation.

My Take

This is certainly an ambitious announcement that feels more Las Vegas than NYC. The scale (1,800 rooms) is massive for a lifestyle brand property.

For World of Hyatt members, this will provide another Hyatt option in Manhattan. Having 1,800 rooms at a Hyatt property in Midtown should mean better award availability than some of the smaller flagship properties where every award availability can be a battle.

That said, not everyone will want to stay in Times Square. But for those who do (or for anyone curious to experience the thrill ride and observation deck as destinations), this will be an interesting Hyatt option to consider.

Bottom Line

If you’re a Hyatt loyalist or someone who travels to NYC regularly, this is worth keeping on your radar for 2028 travel planning.

Source: Hyatt Newsroom

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