Marriott is selecting up a brand new property in New York at Hilton’s expense, and it’ll have a fairly generic identify…
Particulars of The Luxurious Assortment Lodge Manhattan Midtown
A while again, we realized that the Conrad New York Midtown can be leaving the Hilton portfolio as of June 4, 2024. On the time we didn’t know what the longer term held for this lodge, however we now we do — this property will develop into a Marriott.
Particularly, as of June 5, 2024, the Conrad New York Midtown shall be often known as The Luxurious Assortment Lodge Manhattan Midtown. The Luxurious Assortment is Marriott’s assortment of unbiased, luxurious properties, however most of them have a novel identify, which finishes with “The Luxurious Assortment.” On this case the lodge is simply named “The Luxurious Assortment Lodge?” A bit odd, however…
The Luxurious Assortment Lodge Manhattan Midtown options 562 lodging. The rationale many individuals preferred this property as a Conrad was as a result of a overwhelming majority of the rooms are suites. So this is among the luxurious properties in New York the place you’ll get further area at an affordable premium.
The lodge is situated on 54th Avenue, so is handy for these seeking to go to Midtown. So far as eating goes, the lodge has a single all-day eating restaurant named Dabble, serving American delicacies. So it’s not precisely a eating vacation spot, however fairly is all about getting heads into beds.
For some additional background, this property grew to become a Conrad again in 2019, and previous to that was unbiased, and was branded as The London Lodge NYC.
The lodge is now bookable by Marriott channels. After all you’ll be able to e-book with money (and in case you do, it is sensible to e-book by Marriott STARS), or alternatively you’ll be able to redeem Marriott Bonvoy factors right here.
This can be a curious rebranding…
I’m curious what precisely motivated this variation. A few issues instantly come to thoughts:
- This was one in all two Conrad properties in New York Metropolis, with the opposite being the Conrad New York Downtown; so I’m wondering if the lodge homeowners felt there was some cannibalization from this
- The Chatwal New York was a Marriott Luxurious Assortment property, however was rebranded as a Hyatt; so regardless of Marriott’s large footprint in New York, the model hasn’t had any accommodations belonging to The Luxurious Assortment
Extra lodge choices are all the time a great factor, so I’m positive some Marriott loyalists shall be completely satisfied to see this variation (whereas some Hilton loyalists shall be sad). I’ll say, this actually exemplifies how the main lodge teams are actually completely satisfied to model a lodge in any approach that may please homeowners. As a reminder, right here’s how Marriott describes The Luxurious Assortment:
The Luxurious Assortment, a part of Marriott Worldwide, Inc., is comprised of world-renowned accommodations and resorts providing distinctive, genuine experiences that evoke lasting, treasured recollections. For the worldwide explorer, The Luxurious Assortment gives a gateway to the world’s most enjoyable and fascinating locations. Every lodge and resort is a novel and cherished expression of its location; a portal to the vacation spot’s indigenous charms and treasures
Look, the Conrad New York Midtown has been a fantastic factors property with spacious rooms, however describing this lodge as “a portal to the vacation spot’s indigenous charms and treasures” is type of absurd. This lodge is as generic as they get. Then once more, I’d say that’s a ridiculous option to describe a overwhelming majority of the model’s properties.
Backside line
As of June 5, 2024, the Conrad New York Midtown is changing into The Luxurious Assortment Lodge Manhattan Midtown. We’ve recognized for a while that the property can be leaving the Hilton portfolio, although we didn’t know what the longer term would maintain. I assume in some ways it’s good that this may a minimum of proceed to be related to one of many main world lodge teams with a loyalty program.
What do you make of this rebranding?
