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.
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?
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