You’re standing on the corner of 47th and Broadway, and the sensory overload is real. It’s loud. It’s bright. Honestly, it’s a lot to take in even if you’ve been to Manhattan a dozen times. People usually think staying at W Times Square New York means you’re signing up for a generic, tourist-trap experience, but that’s a massive misconception. If you’ve spent any time in the Marriott ecosystem, you know the W brand tries to be the "cool older sibling," and this specific property is basically the flagship for that vibe.
It isn't just a hotel. It's a glass tower sitting right on top of the madness, offering a weirdly peaceful vantage point if you know which floor to ask for.
Most travelers arrive at the ground-level entrance, which feels a bit like a nightclub foyer, and then they’re whisked up to the 7th-floor Living Room. That’s the lobby. Except it doesn’t look like a lobby. There are DJ decks, glowing acrylic furniture, and a bar that stays busy well past midnight. It’s the kind of place where you see Broadway actors grabbing a post-show drink still wearing their stage makeup, mixed with tech founders in hoodies.
The reality of staying here is different than the glossy brochures suggest. You aren’t just paying for a bed; you’re paying for the ability to step out of a private elevator and be ten feet away from the TKTS booth.
The Room Reality at W Times Square New York
Let’s talk about the rooms because that’s where the "W experience" either wins you over or loses you completely. They call them "Wonderful," "Spectacular," and "Fabulous." Kind of extra, right? But here is the thing: the square footage is actually decent for Midtown. You aren't squeezed into a broom closet like you might be at some of the older, historic hotels nearby.
The design is heavy on the blue and white tones, intended to mimic the energy of the city lights outside. You’ve got floor-to-ceiling windows. If you’re on a lower floor, you’re looking at the backside of digital billboards. If you’re higher up—think floor 25 and above—the view of the Hudson River or the urban canyon of Broadway is genuinely distracting. I’ve spent an hour just watching the yellow cabs crawl like ants below. It’s hypnotic.
The beds are the signature W plush mattress. They are soft. Like, really soft. If you prefer a firm, orthopedic feel, you might struggle here. But for most, it feels like sleeping in a cloud while a neon circus happens 300 feet below your feet.
One thing you should know: the bathrooms often feature frosted glass doors. It’s a "vibe," but if you’re traveling with a business colleague or a new friend, it might be a bit more intimacy than you bargained for.
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Beyond the Neon: Food and the Living Room Scene
You don’t come to Times Square for a quiet dinner, but you might stay at the W for the convenience of Dos Caminos. It’s tucked right into the building. Is it the most authentic Mexican food in the five boroughs? Probably not. You’d go to Jackson Heights for that. But for a pomegranate margarita and high-end guacamole after a three-hour flight, it’s a lifesaver.
Then there is Blue Fin. It’s the seafood spot downstairs. It’s got this massive, sweeping staircase and a sushi bar that actually holds its own.
The real heart is the Living Room bar.
It gets loud. On a Friday night, the bass from the speakers might vibrate through the floorboards of the lobby. It’s designed to be a scene. If you want a hushed, library-style atmosphere where you can read a leather-bound book, you are in the wrong zip code. You come here to feel like you’re in the middle of the world’s most famous intersection without having to actually touch a single "Elmo" performer on the sidewalk.
What the Concierge Won't Tell You (But I Will)
The "Whatever/Whenever" service is the W’s version of a concierge. In theory, they’ll get you anything. In practice, they are incredibly helpful with the impossible stuff—like last-minute reservations at Don’t Tell Mama or finding a 24-hour tailor.
But here’s a tip. Don’t ask them for a taxi during rush hour. You’ll sit in the driveway for 20 minutes just trying to turn the corner. Walk one block west to 8th Avenue. It’s faster. Always.
Also, the fitness center—FIT, as they call it—is surprisingly well-equipped. Usually, hotel gyms in NYC are cramped afterthoughts in the basement. This one has some light and enough TRX equipment to actually get a workout in. It’s rarely crowded in the mornings because, let’s face it, most people staying at the W were up late.
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Why Location Is a Double-Edged Sword
Location is everything. But location is also a challenge.
When you stay at W Times Square New York, you are in the "Bermuda Triangle" of tourism. To your left is the Hershey’s Store. To your right is the Disney Store. Directly in front of you is the ball drop. For some people, this is the dream. For others, the crowds are a nightmare.
However, there is a strategic advantage here that people miss. You are within walking distance of almost every major subway line (A, C, E, N, Q, R, W, 1, 2, 3, 7, and the S shuttle). You can get to the Upper West Side in ten minutes. You can be in Chelsea in fifteen. You’re also a short walk from Hell’s Kitchen, which is where you should actually go if you want a meal that doesn’t have a "tourist tax" baked into the price.
Dealing with the Noise
"Is it quiet?"
That is the number one question. The windows are thick. They are double-paned and heavy-duty. For the most part, the hum of the city is muffled into a low-frequency white noise. But you’re in the city that never sleeps. You will hear sirens. You might hear a particularly aggressive honk from a delivery truck. If you are a light sleeper, ask for a room facing the "back" of the building rather than directly over Broadway. It makes a world of difference.
Nuance and the "Cool Factor"
The W brand underwent a bit of an identity crisis a few years ago. People started saying it felt like a 2005 nightclub that never closed. Marriott noticed. They’ve been refreshing the interiors to feel more "modern luxury" and less "neon purple everywhere."
The Times Square location has managed to keep its edge without feeling dated. It’s a bit more sophisticated now. You’ll see more wood textures and thoughtful lighting rather than just strobe lights and plastic.
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It's expensive. Let's be real. Between the room rate, the New York City taxes, and the "destination fee" (which is basically a resort fee for the city), the bill adds up. The destination fee usually includes some credits for food or beverage and maybe a ticket to a local attraction, but it’s annoying. You have to make sure you actually use the credits, or you’re just leaving money on the table.
Navigating the Logistics
Checking in can be a bit of a bottleneck. Since the lobby is on the 7th floor, there’s often a line at the elevators on the ground floor.
- Peak times: 3:00 PM to 5:00 PM. Avoid these if you can.
- The Secret: Use the Marriott Bonvoy app to check in and use your phone as a digital key. It lets you skip the front desk drama about 70% of the time.
- Luggage: The bellhops are fast. If you arrive early, let them take your bags and go grab a coffee at Joe Coffee Company around the corner on 40th. Don't pace around the lobby.
Is It Worth It?
If you are coming to New York for a Broadway marathon, yes. You can literally walk out the door at 7:55 PM and be in your seat at the Richard Rodgers Theatre for an 8:00 PM curtain. That is a luxury you can't quantify.
If you are a business traveler who needs to be in Midtown, it’s a solid choice, provided you don't mind the energetic atmosphere. If you’re looking for a romantic, quiet getaway, you might prefer something in Gramercy or the West Village.
The W is about being "in it." It’s about the energy of the city being piped directly into your room. It’s the smell of roasted nuts from the street vendors and the glow of the billboards reflecting off your cocktail glass.
Practical Steps for Your Stay
Don't just book and show up. New York requires a bit of strategy to get the best value out of a high-profile spot like this.
- Request a High Floor: Anything above the 30th floor gets you above the primary noise "envelope" of the street.
- Check the Broadway Calendar: If there is a major opening night or a festival like "Broadway on Broadway," the area will be barricaded. Check the schedule so you aren't surprised by police tape.
- Use the "Living Room" Early: During the day, the lobby is actually a great place to get some work done. It’s quiet, the Wi-Fi is fast, and the coffee is decent.
- Explore Hell's Kitchen: Walk two blocks west to 9th Avenue. This is where the locals eat. You’ll find Thai, Italian, and Ethiopian spots that are half the price of anything on Broadway.
- Audit Your Bill: Seriously. Look at that destination fee. If they promise a "fit class" or a "dry cleaning credit," make sure it was actually available to you.
Staying at W Times Square New York is a specific choice. It’s for the person who wants to be at the center of the universe, even if just for a weekend. It’s loud, it’s bold, and it’s unapologetically New York. Just remember to bring your own earplugs if you’re a light sleeper, and don't forget to look up. The view from the top is better than anything you'll see on the ground.