You’re walking down 52nd and Broadway. You look up, expecting to see that familiar blue Novotel sign—the one that stood there since 1984. But it’s not there. Instead, there’s a sleek “M” glowing against the New York City skyline.
Honestly, it’s a bit of a shock for loyalists. For decades, the Novotel New York at Times Square was the "safe bet." It was the French-infused flagship that gave you a massive terrace and a front-row seat to the Ball Drop without the snobbery of a five-star uptown boutique.
But things changed. In late 2020, amidst the chaos of the pandemic, the Novotel officially pulled the plug. It didn't just "go on break." The management contract with Accor was canceled, and the brand vanished from the corner of West 52nd Street.
If you’re looking for it now, you’ll find it’s been reborn as the M Social Hotel New York Times Square.
What Actually Happened to the Novotel New York at Times Square?
It wasn't just a simple rebranding. The closure was a whole saga involving state WARN notices and a permanent layoff of over 200 employees. Millennium & Copthorne Hotels, the property owners, decided to pivot. They took the bones of the Novotel—the 480 rooms, that incredible 7th-floor lobby, and the legendary terrace—and gave it a "social" facelift.
Basically, the Novotel as we knew it is a ghost.
But here’s the thing: the physical building is still there. The views haven't moved. The 35-story tower still overlooks the neon heart of the city. If you loved the Novotel for its location, you’re still getting the same real estate. You’re just getting it with a different logo and a much "hipper" interior.
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The $85 Million Metamorphosis
A few years before it closed, the Novotel underwent a massive $85 million renovation. Stonehill Taylor, the design firm, went all out. They installed an LED ceiling in the arrival area that mimicked the energy of the streets outside.
When the owners transitioned the property to M Social, they didn't tear everything down. They kept the "futuristic" bones. The "shattered ball" design in the lobby—a nod to the New Year’s Eve celebration—remains a centerpiece.
The Terrace: The Real Reason People Stayed
Let’s be real. Nobody booked the Novotel New York at Times Square for the hallway carpets. You booked it for the Terrace.
Sitting on that 7th-floor deck with a drink in your hand while the Broadway crowds swarmed below was—and still is—one of the best low-key experiences in Manhattan. Most people think you have to go to a specialized rooftop bar like 230 Fifth or Magic Hour to get that vibe. At the Novotel (and now the M Social), it was just part of the hotel lobby.
Supernova vs. Beast & Butterflies
Under the Novotel flag, the restaurant was called Supernova. It was a solid spot for "food truck inspired" American fare. Think high-end mac and cheese and sliders.
Today, that space has become Beast & Butterflies. It’s the same footprint, but with a more curated cocktail list and a focus on "socializing." It’s less "family-friendly hotel breakfast" and more "pre-theater lounge."
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- The View: You still get that nearly 180-degree panoramic view of Broadway.
- The Seating: They’ve updated the furniture to feel more like a living room.
- The Prices: New York prices, obviously. Expect to pay $20+ for a cocktail, but you’re paying for the seat.
Room Realities: Space in a City of Shoeboxes
One thing Novotel did well was room size. By Times Square standards, the rooms weren't microscopic. Most were around 280 square feet. In a neighborhood where "boutique" often means "you can touch both walls at once," that was a luxury.
The layout featured:
- Large glass showers (a hallmark of the renovation).
- Work desks that actually fit a laptop and a coffee cup.
- King or double-double configurations.
The transition to M Social kept the 480-unit count. The "Social Deluxe" and "Social Premier" rooms are essentially the updated versions of the old Novotel guest rooms. They’ve added 55-inch flat screens and more modern tech, but the bones are identical.
The "Sky Box" Meetings
If you were a business traveler using the Novotel New York at Times Square, you probably remember the Sky Boxes. These were glass-enclosed meeting rooms that hung over the lobby, literally looking out over Broadway.
They were brilliant. It made a boring board meeting feel like you were in a movie. These spaces survived the brand change. They remain some of the most unique "small group" event spaces in Midtown.
Is it Still "French"?
The biggest loss in the transition was the Accor touch. Novotel is a French brand, and there was always a certain je ne sais quoi about the service and the breakfast spread. You’d get decent croissants and a staff that felt a bit more international.
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Now, it’s purely New York. It’s loud, it’s energetic, and it’s very focused on the "now." If you’re looking for that specific Accor Live Limitless (ALL) experience, you’ll have to head to the Sofitel on 44th Street or the Novotel in Jersey City.
Practical Tips for Your Stay
If you’re heading to 226 West 52nd Street (the old Novotel address), keep these things in mind:
- Check-in is on the 7th floor. Don't stand around the ground-level elevators wondering where the front desk is. Go up.
- Subway Access is Elite. You have the B, D, and E lines right at the 7th Avenue station (literally feet away). The N, R, and W are at 49th Street.
- The "Ball Drop" Secret. Yes, some rooms have a partial view of the New Year's Eve ball drop. They sell out years in advance and cost a fortune, but it’s one of the few places where you can watch the countdown without standing in a barricaded pen for 12 hours.
- Pet Friendly. Unlike many old-school NYC hotels, this property remains relatively welcoming to four-legged guests, though fees usually apply.
The Bottom Line on the Novotel Legacy
The Novotel New York at Times Square represented an era of Midtown travel that was accessible but modern. It wasn't the Waldorf, but it wasn't a budget motel either. It was the perfect middle ground.
While the "Novotel" name is officially a part of NYC history, the spirit of the hotel lives on through its replacement. You still get the glass elevators. You still get the terrace. You still get the feeling of being right in the middle of the "Center of the Universe."
Actionable Next Steps
If you’re planning a trip and miss the Novotel vibe, here is what you should do:
- Book M Social for the View: If you want the exact same room and view you had at Novotel, book a "Social Premier Times Square" room.
- Check Accor Alternatives: If you are a loyal Accor member looking for points, your closest flagship options are now the Sofitel New York or the Novotel Suites in nearby boroughs.
- Visit the Terrace Anyway: You don't have to be a guest to grab a drink at Beast & Butterflies. It's one of the best ways to experience the old Novotel "magic" without paying the nightly room rate.