A couple of weeks ago, I covered how the W South Beach, one of Miami Beach’s most well known hotels, will soon be closing for a renovation, and would no longer be affiliated with Marriott. At the time, I speculated that this would become a Waldorf Astoria, and that has now been confirmed and announced.
In this post:
W Hotel South Beach closing, leaving Marriott
The W Hotel South Beach, located at 2201 Collins Avenue in Miami Beach, is going to be closing as of mid-August 2026. If you look on Marriott’s website, you’ll see the hotel no longer shows as bookable after August 17, 2026.
The expectation is that the hotel will be undergoing a major renovation. However, when completed, it won’t reopen as a W Hotel. Instead, it will end its affiliation with Marriott, and will instead become a Waldorf Astoria, affiliated with Hilton (more on that below). As part of this transition, we’re unfortunately going to see the permanent termination of nearly 340 existing employees.
The W Hotel South Beach has nearly 350 rooms, and for the W brand, it punches above its weight, and at least for years was a “cool” party hotel that many people enjoyed staying at. The hotel has easily had among the highest average daily rates of any property in the W system.
Waldorf Astoria Miami Beach opening late 2027
When we first learned that the W Hotel South Beach would be closing, I speculated that this would be rebranded as a Waldorf Astoria.
Why? Well, the property was purchased by Reuben Brothers under two years ago, in October 2024, in a roughly $400 million deal. Clearly they had plans for the property, so I had a look at the Reuben Brothers’ hotel investments, since that always gives some hints of how a hotel may be rebranded. They seem to be “hot” about Hilton at the moment, given that they’re also the investors behind the Waldorf Astoria London Admiralty Arch.
Anyway, my speculation has now been confirmed, as it has been announced that the Waldorf Astoria Miami Beach will be opening in late 2027. As it’s described, the property will “undergo a meticulous renovation and repositioning.” While details are fairly limited as of now, here’s what we’re told to expect:
- 348 newly refreshed suites, among the most spacious in the market, all with ocean views, balconies and a refined, contemporary aesthetic
- A reimagined arrival experience, including a new lobby and Peacock Alley, the brand’s signature gathering place for guests and locals alike
- A new food and beverage program led by world-class culinary talent
- A newly curated spa and wellness experience, complemented by an enhanced fitness center
- Enhancements to the 48,000-square-foot pool deck, including private cabanas
- Revitalized event spaces for private gatherings, celebrations, and social occasions
It’s worth noting that the W Hotel South Beach underwent a roughly $30 million renovation in 2020, so it’s not like the hotel was in dire need of updates, or anything. Admittedly the W Hotels and Waldorf Astoria design concepts are pretty different, though.
If you ask me, this seems like a logical rebranding:
- The Waldorf Astoria brand has been punching above its weight as of late, especially compared to brands like St. Regis and Park Hyatt
- Marriott in general has a disproportionate luxury portfolio in the Miami area, between St. Regis, EDITION, and numerous Ritz-Carlton properties, while Hilton’s portfolio is more lacking, with not a single true luxury property in Miami Beach
- There’s also a Waldorf Astoria under development in Miami, which will be the city’s tallest building, but there are plenty of brands with properties in Miami and Miami Beach, since they’re largely separate markets
Bottom line
The W Hotel South Beach will be closing in a matter of weeks. The hotel will cease to be affiliated with Marriott, will undergo a major renovation, and will then reopen in the winter of 2027, being branded as the Waldorf Astoria Miami Beach.
This seems like a logical way to move the hotel upmarket, especially when you look at the current luxury footprints of Marriott vs. Hilton in Miami. As of now details of the new property are limited, though I’d expect the changes to be more about aesthetics, food & beverage outlets, etc., rather than some total gutting of the existing hotel.
What do you make of the W Hotel South Beach becoming the Waldorf Astoria Miami Beach?
One thing that many of the W hotels do is draw people to their bar/restaurant and other establishments which can be good and bad if you are a guest. I guess that was the case with this property and will not be the case going forward.
Can confirm this is going to be a Waldorf and Major Food Group will be taking over the F&B.
Might it become a Conrad? It’s the right size.
Maybe a NoMad?
This will be the second move upmarket on this property. The W is a remodel of the old Holiday Inn. My grandparents had a condo in what is now the One Hotel next door when it was the Roney Plaza, so I spent a lot of the early '80s there.
The closed the nightclub they had after covid, went down hill after that.
I understand the W hotel was too sexy for Marriott collection of hotels.
Does that mean Mr. Chow is closing?
It already closed.
Marriott does this some places, some times. Like, in Downtown NYC, there used to be a W, a Ritz-Carlton, and a Courtyard, all of which closed or become hotels under a different name/brand during the pandemic. Maybe that was a strategic retreat on Marriott’s part; or, the owners had enough of their operations. I feel for the residents who owned in those buildings because some say the level of care, maintenance, and amenities really diminished...
Marriott does this some places, some times. Like, in Downtown NYC, there used to be a W, a Ritz-Carlton, and a Courtyard, all of which closed or become hotels under a different name/brand during the pandemic. Maybe that was a strategic retreat on Marriott’s part; or, the owners had enough of their operations. I feel for the residents who owned in those buildings because some say the level of care, maintenance, and amenities really diminished once the hotels stopped. Wonder what’ll happen in Miami Beach.
The Ritz-Carlton in New York that left the brand was a dump. Owners wouldn't renovate. It was a glorified Sheraton.
That W in particular has had a lot of mold issues but management was very secretive about it and never did anything to seriously address it so perhaps it finally got out of hand since Miami's inspectors are being more strict now after the Surfside Collape
Mold? In Florida? By the beach? I’m shocked! Next, you’ll tell me there’s termites… and an issue with the AC! *gasp*
I worked there for 17 years…I did not know of any mold issues there, and I was in every area of that hotel everyday.
I have on good authority that it's becoming a Waldorf. There's allegedly a hotel management agreement already in place with Hilton on it.
That’d be kinda odd, especially with the new WA skyscraper planned for Miami.
Quite a few of the first- and second-generation W properties feel tired, both in concept and in their physical condition. The brand itself probably should be phased out because it remains trapped in the late-1990s and early-2000s version of "modern" that no longer feels particularly fresh or aspirational.
Legacy Starwood (much like legacy Marriott with Edition) believed the W concept would attract Generation X and Millennial travelers who had no interest in staying at their...
Quite a few of the first- and second-generation W properties feel tired, both in concept and in their physical condition. The brand itself probably should be phased out because it remains trapped in the late-1990s and early-2000s version of "modern" that no longer feels particularly fresh or aspirational.
Legacy Starwood (much like legacy Marriott with Edition) believed the W concept would attract Generation X and Millennial travelers who had no interest in staying at their grandparents' St. Regis or Ritz-Carlton. But what once felt edgy and contemporary now often feels dated, making many W hotels seem like relics of a bygone era rather than trendsetters.
With respect to the W South Beach, Ii also doesn't help when nearby are Ritz-Carlton and Edition properties. It's rather duplicative to have both a W and an Edition right by each other.
That Ritz in South Beach is awful and does not take away from potential guests, except unsuspecting first timers who don't look at reviews. The Edition and W are two very different vibes. The Edition is a little more luxury focused, more "boutique", and much more tranquil while the W is more see-and-be-seen, more trendy focused with house tracks by the pool, and a much larger operation.
The weather in Miami between June and October to me seems unpleasant - hot and humid. I can understand why some visit at other times when their own weather might be cold and dreary, but who is the target market for hotels in this area during the summer months?
South Americans
It hot and humid in most places in the US during July and August. I would rather be hot and be by the pool and beach than be in my backyard. Hotel rates and flights during the summer are a steal too in Florida.
W Hotel South Beach always seemed to have strong rates, but most of the non points big party quasi-luxury hotels down there seem to have had more buzz in recent years,
I hope Marriott figures out the W brand... I have liked many of the properties over the years, and some of the newer hotels seem like they are actually good (W Rome and W Algarve, for example).
W is and has always been bad in the US. Total lack of service. You know, like all the so called 5 stars hotels in Las Vegas .... You can't compare to W in Asia and in Europe.... It's really another level. Bangkok, Barcelona and Taipei as my favorites.
Rosewood already has its own property on the works in the same area as W
If it is the same hotel , at the same location , with the same coconuts and fish , with a different name , how can it "move upmarket" ?
People can dance in the lobby.