October 29, 2026 — Hyatt and developer Extell Development Company have unveiled plans for The StandardX Times Square, a roughly 1,800-room hotel in Manhattan’s Theater District that will be the first StandardX in North America. Opening is targeted for the second half of 2028.
What is happening
Hyatt announced on October 28 that its StandardX brand, the younger and more casual sibling of The Standard, will make its North American debut at 255 West 45th Street. Extell is developing the tower, and Hyatt is the brand partner. Hyatt describes the property as a flagship for the brand.
Beyond its size, the headline features are unusual for a city hotel: an enclosed free-fall thrill ride and an observation deck more than 1,000 feet above Manhattan. There will also be a rooftop pool, a rooftop bar and lounge, and several restaurants, bars and nightlife venues, with street-level dining open to locals as well as guests.
| Detail | What’s been announced |
|---|---|
| Property | The StandardX Times Square |
| Brand / company | StandardX (Hyatt’s Lifestyle Portfolio) / Hyatt Hotels Corporation; developed by Extell Development Company |
| Location | 255 West 45th Street, Theater District, Manhattan, New York |
| Status | Announced October 28, 2026; construction start and finish dates TBA |
| Opening | Second half of 2028 (exact date TBA) |
| Rooms | About 1,800 |
| Key features | Enclosed free-fall ride, observation deck above 1,000 feet, rooftop pool, rooftop bar and lounge, multiple restaurants, bars and nightlife venues |
The design takes its cues from New York theater, with bold color, sculptural shapes and reflective finishes in the public spaces and simpler, calmer guest rooms. Hyatt’s Amar Lalvani said the Standard brand “has always been about being part of the city.”
For scale, Upgraded Points notes the only StandardX operating today, in Melbourne, has 125 rooms, making the Times Square project more than 14 times its size.
What it means for airline travelers
- Getting there: New York is served by JFK, LaGuardia (LGA) and Newark (EWR), so you can pick whichever airport has the best options from your home city. The announcement does not give transfer times.
- Nothing to book yet: The hotel is about two years out, and no reservation date has been announced. Hotel openings often slip, so treat 2028 as a target.
- Loyalty: Hyatt says eligible stays will earn World of Hyatt benefits. Upgraded Points points out that StandardX counts as its own brand for Hyatt’s Brand Explorer award, which gives a free-night certificate for every five different Hyatt brands you stay with.
- Rates: No travel-industry or airline-employee rate has been mentioned. Check again closer to opening.
Sources
- Hyatt Newsroom — “X Marks The Spot: The StandardX is coming to Times Square” — newsroom.hyatt.com
- Hospitality Net — “1,800-room StandardX flagship property coming to Manhattan” — hospitalitynet.org
- Upgraded Points — “Hyatt Bringing StandardX Brand to NYC With Flagship Property” — upgradedpoints.com
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