New York is exhausting. If you’ve ever stood on the corner of 47th and Broadway at 7:00 PM on a Tuesday, you know that frantic, vibrating energy that makes you want to either scream or buy a $20 hot dog. Most people think staying in the heart of this chaos is a rookie mistake. They’ll tell you to go to Chelsea or the West Village instead. But honestly, they’re usually wrong. When you stay at the W New York Times Square, you aren't just "visiting" the city; you’re plugged directly into its central nervous system, and surprisingly, it’s one of the few spots that actually handles that pressure with some style.
It’s been around.
Since opening its doors in 2001, this flagship has seen the neighborhood transform from a gritty post-9/11 landscape into the neon-soaked, LED-heavy spectacle it is today. Designed by the architects at Yabu Pushelberg, the hotel was a pioneer in "lifestyle" luxury. It wasn't about the stuffy white-glove service of the Upper East Side. It was about the "Whatever/Whenever" philosophy. Need a late-night reservation at a spot that’s been booked for months? They try. Need a specific type of artisanal water at 3 AM? They’ve got you.
The Reality of Staying at W New York Times Square
Let’s be real for a second: Times Square hotels are often cramped, overpriced boxes. But the W New York Times Square manages to feel expansive because of how it uses vertical space. You enter on the ground floor, sure, but the "Living Room" (their version of a lobby) is perched on the 7th floor. This architectural choice is brilliant. It lifts you out of the street-level madness. You can watch the throngs of tourists from a glass-walled perch while sipping a cocktail that probably costs more than your first car’s insurance premium.
The rooms aren't the massive suites you'd find in a Texas Marriott. This is Manhattan. Space is the ultimate currency. Yet, the way the rooms are angled—many featuring those signature "Wonderful" or "Spectacular" views—makes 300 square feet feel like enough. The blue and white color palette is a deliberate choice. It’s supposed to mimic the sky reflecting off the skyscrapers. Does it work? Kinda. It definitely feels cooler and more sterile (in a good way) than the warm, beige tones of more traditional hotels.
Breaking Down the Room Categories
- Wonderful Rooms: These are your entry-level options. They’re fine. If you’re just there to sleep between Broadway shows, this is your move.
- Spectacular Rooms: These usually sit on higher floors. The view is the selling point here. You’re looking down at the lights, and honestly, at 2:00 AM, it’s hypnotic.
- Cool Corner Suites: If you have the budget, get the corner. Having windows on two sides in NYC is a flex. It changes the entire vibe of the stay.
Eating and Drinking Without Leaving the Building
Most people assume hotel food is a trap. Sometimes it is. But the W New York Times Square houses Dos Caminos on the ground level. Is it the most authentic Mexican food in the five boroughs? Probably not. You’d need to head to Queens for that. But for high-end tacos and a massive tequila list right in the middle of the theater district, it’s remarkably consistent.
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Then there’s Blue Fin. This place has been a staple for seafood lovers for years. The staircase inside is legendary—it's one of those "see and be seen" spots. If you're catching a 7:00 PM curtain at the Richard Rodgers Theatre across the street, grabbing a quick sushi roll here is basically a rite of passage.
The Living Room bar is where the real "W" DNA shows up. It’s loud. It’s dark. There’s usually a DJ. For some, this is a nightmare. For others, it’s exactly why they came to New York. It’s an urban playground. You’ll see business travelers in sharp suits rubbing elbows with influencers and people who clearly just finished a shift on Wall Street. It’s a melting pot, but a very polished one.
Location Logistics: The Good, The Bad, and The Subway
You’re at 1567 Broadway. You are literally steps from the N, R, W, and 1, 2, 3 subway lines. This is the biggest advantage of the W New York Times Square. You can get to the Tip of Manhattan or the deep reaches of the Bronx without ever having to transfer more than once.
- Proximity to Broadway: You are surrounded. The Majestic, the New Amsterdam, the Minskoff—they’re all within a five-minute walk.
- The Noise Factor: Look, it’s Times Square. The hotel uses heavy-duty soundproofing, but you’re going to hear sirens. It’s part of the soundtrack. If you want silence, go to a library in Vermont.
- The Crowd: Navigating the sidewalk outside can be a contact sport. My advice? Walk half a block west to 8th Avenue if you need to get somewhere fast. The sidewalk traffic there is much more manageable.
What People Get Wrong About the W Brand
There’s a common misconception that the W is "too cool for its own good" or only for people under 30. That’s outdated. The brand has matured. The service at the W New York Times Square has leaned more into efficiency lately. They know you’re likely on a tight schedule.
One thing to watch out for is the "Destination Fee." Almost every major NYC hotel has one now, and the W is no exception. It usually covers things like high-speed Wi-Fi, a credit for food and beverage, or maybe a ticket to a local attraction. Don't let it surprise you on your final bill. Read the fine print when you check in.
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Expert Tips for a Better Stay
If you want to maximize your time at the W New York Times Square, you have to play the system a little bit.
First, use the Marriott Bonvoy app. This hotel is a major hub for the loyalty program. Even if you don't have "Titanium" status, using the mobile check-in can save you thirty minutes of standing in line during the 3:00 PM rush.
Second, ask for a room away from the elevators. The hallways can be long, and because of the bar scene, they can get chatty at night. A room at the end of the hall is your best bet for a decent night’s sleep.
Third, don't ignore the gym. The FIT fitness center is actually decent. It’s not just a treadmill in a basement. It’s got enough equipment for a real workout, which you’ll need after eating all that NYC pizza.
Beyond the Neon: Hidden Gems Nearby
While everyone else is fighting for a spot at the M&M’s store, you should walk a few blocks north to Hell’s Kitchen. The dining scene on 9th Avenue is infinitely better than anything on Broadway. Check out Totto Ramen for some of the best broth in the city, or Pschitt for a vibe that feels more like Paris than Midtown.
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Also, the Drama Book Shop on 39th Street is a short walk away. It’s co-owned by Lin-Manuel Miranda and is a quiet, beautiful sanctuary for anyone who loves theater.
The Actionable Bottom Line
The W New York Times Square is for the traveler who wants to be in the thick of it. It’s for the person who finds comfort in the glow of a billion pixels and doesn’t mind a little bass coming from the lobby bar. It’s a strategic choice for theater buffs and a convenient one for business travelers who need to be near the major midtown offices.
To make the most of your stay, follow these steps:
- Book a "Spectacular" room or higher to ensure you actually get the view you're paying for; lower floors can feel a bit "trapped" by the surrounding buildings.
- Join Marriott Bonvoy before you book. Even the lowest tier can sometimes get you a later checkout, which is a godsend in a city that doesn't sleep.
- Utilize the concierge for more than just dinner. They have deep ties to the Broadway box offices and can often guide you on how to snag "rush" tickets or lottery wins for the big shows.
- Budget for the "Destination Fee" (usually around $35-$40 per night) so it doesn't sour your departure.
- Escape to Bryant Park if the Times Square energy gets to be too much; it's a ten-minute walk and offers a much-needed green reprieve.
This isn't just a place to sleep. It’s a literal vantage point over one of the most famous intersections on the planet. Own the chaos, and the city becomes a lot more fun.
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