Earlier this month, IHG Hotels and Resorts opened the new Crowne Plaza Manhattan Times Square, positioning it as its flagship hotel in the Americas.
"Crowne Plaza has a proud history in Times Square, and our presence in this new flagship location is a powerful statement about where we are headed," said Ginger Taggart, vice president of brand management, global premium brands at IHG Hotels & Resorts, in an email. "It’s not just maintaining a foothold in one of the world's most iconic destinations, but elevating it into the fullest expression of our New Modern design philosophy and our vision for blended travel."
The 22-story historic building at 790 Seventh Ave. was originally constructed to welcome the 1964 New York World's Fair. Crowne Plaza's previous Times Square location was at 1605 Broadway Ave., which was rebranded last year to the Hyatt Regency Times Square following its inclusion in a 2024 two-property deal between seller Argent Ventures and buyer H&R REIT, per CoStar data.
Crowne Plaza Manhattan Times Square features 685 guestrooms, meeting and event space, and all-day dining concept Fifty-First Street Social. Taggart said the hotel's food-and-dining concepts are targeting flexibility and relaxed atmospheres for both solo travelers and groups staying for either business or pleasure.
"Part of our evolution includes the Crowne Plaza Social, a weekly gathering centered around an F&B center point like a wine tasting or sushi-making, which creates a natural flow of conversation without ever feeling over-engineered and which all guests can experience," she said. "Together, these purpose-driven experiences reflect our commitment to serving today's blended traveler."
The hotel's suites were designed for "residential-style comfort," Taggart said, with the most spacious stay being in the Broadway Suite on the top floor, which has four bedrooms, large living and dining spaces, a hot tub, a wet bar and a 1,000-square-foot terrace.
Taggart said the redesign included a "new modern" approach that Crowne Plaza is currently implementing brand-wide. The new hotel will exist as the brand's flagship in the Americas and be a showcase for its design collection.
"Calling Crowne Plaza Manhattan Times Square our flagship for the Americas means it’s a living showcase of where our brand is headed. It embodies Crowne Plaza's design philosophy, social spaces crafted for the ever-evolving experiences of the blended traveler, the brand’s signature service style and purpose-driven experiences that define the next generation of our global brand.
"For our brand to stake its flagship in one of world's leading business and cultural capitals mirrors the presence and impact the brand has made in the evolution of business travel — and today we span across more than 60 countries," she said.
The property was developed by Al Rayyan Tourism Investment Company, or ARTIC, a global hospitality investment company, and is managed by Highgate.
"Working closely with IHG, we have reimagined the hotel while preserving its unique character, and we are delighted to see its new chapter begin as Crowne Plaza Manhattan Times Square," ARTIC Managing Director and CEO Tarek El Sayed said in a news release. "This transformation represents much more than a renovation; it reflects our long-term vision for the asset and our confidence in New York and the strong U.S. hospitality market."
For IHG, this hotel opening is just the latest step in the Crowne Plaza brand's evolution. Originally launched in 1983 as a business-class hotel, the brand has intentionally transformed to target blended travelers looking for a balance across relaxation, productivity and social interaction in each trip, Taggart said.
"Crowne Plaza Manhattan Times Square is the latest expression of this transformation that positions us to lead the future of blended travel," she said. "With significant renovations continuing across the globe and continued owner investment with over 36,000 rooms in the pipeline, we're reinforcing our position as a leading premium brand, and optimizing return potential for our owners as we expand into major hubs and destinations worldwide."