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FILE
UB-NYC-004
SUBJECT
THE ST. REGIS NEW YORK
REGION
NEW YORK CITY
OPENED
1904
RENOVATED
2024
UPDATED
2026.06.03
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CASE FILE · SUBJECT PROFILE

The St. Regis
New York.

VERY HIGH · CONFIRMED
KEYS
238 rooms
PRICE
$$$$$
ARCHITECT
Champalimaud Design
OPENED
1904
RENOVATED
2024
DISTRICT
Midtown
RESTAURANT
Multiple
AIRPORT
JFK · 45 min
FEATURED IN 5 MAJOR PUBLICATIONS
The St. Regis New York
EXHIBIT A · NYC · NORTH AMERICA
● LIVE · 106K
238 rooms of Trowbridge & Livingston Beaux-Arts, plus the King Cole Bar and a personal butler on every floor.EXHIBIT A
FEATURED IN 5 MAJOR PUBLICATIONS
ASSESSMENT
69
RANK#02of 88
UNBOOKABILITY · / 100
DEMAND
30
SCARCITY
90
CRITIC
50
SOCIAL
60
SEARCH
100
GUEST
90
DESK NOTE
The St. Regis New York is not trying to be a boutique property, and stripping away the novelty instincts of the modern hotel industry is part of why it works. It is an Astor-commissioned Beaux-Arts hotel with a 1906 Parrish mural, a personal butler, and a recent Champalimaud refresh. If that sounds like a history lesson you would pay for, it is.
Filed by UB DESK · MENA
5 critic reviews
§ 01 · PHOTO ARCHIVE · EXHIBIT A
The evidence.
@STREGISNEWYORK · IG EVIDENCE
EX · A
FEED-NYC004 · @stregisnewyork
§ 02 · CRITIC DOSSIER · 5 INDEXED
What they
filed.
4 / 5 · CONSENSUS TIER-2
EXHIBIT · F1
Robb Report
TIER-1 · MAJOR
2025
"If you've ever wanted to learn how to dramatically lop off a Champagne cork using a sword (and who hasn't?) head to Midtown and check into the St. Regis, where private 'art of…"
EX · F1READ SOURCE →
TIER-1 SOURCE
EXHIBIT · F2
Oyster
TIER-2 · AUTH.
2025
"It's hard to find fault with the St. Regis New York. There are hotels, and then there are Hotels -- iconic, epitomizing structures that are more than the sum of their rooms and…"
EX · F2READ SOURCE →
TIER-2 SOURCE
EXHIBIT · F3
Fodor's
TIER-2 · AUTH.
"World-class from head to toe, this 5th Avenue Beaux-Arts landmark comes as close to flawless as any hotel in New York, with tech-savvy rooms, historic touches, and the iconic King…"
EX · F3READ SOURCE →
TIER-2 SOURCE
EXHIBIT · F4
Business Traveller
TIER-4 · WRITER
2025
"A quintessential New York City experience that's rich in history, offers real luxury, and a memorable stay, as it seamlessly bridges the old and new. Don't miss the chance to try…"
EX · F4READ SOURCE →
TIER-4 SOURCE
EXHIBIT · F5
The Points Guy
TIER-4 · WRITER
2022
"The St. Regis New York is a place where the staff members still wear white gloves. There are doormen to whistle you a cab and butlers to have your garments pressed. You can almost…"
EX · F5READ SOURCE →
TIER-4 SOURCE
§ 03 · THE READ · ON & OFF BOOK
THE READ.
DESK ASSESSMENT · TWO ANGLES
THE OFFICIAL READ

The King Cole Bar, the butler service, and the Champalimaud restoration of the public spaces are the real deal. What is sometimes oversold is the room experience in the lower categories. Book a suite or do not book at all, because the entry-level rooms do not fully communicate what the property is trying to say.

THE OFF-BOOK READ

The newly introduced La Maisonette serves afternoon tea in a bright glass pavilion that most guests pass through at reception without realizing is bookable. It is the quietest room in the hotel from 3pm to 5pm on weekdays, the scones are made in-house, and the tea list is more comprehensive than the marquee tea services at the Plaza or the Peninsula.

§ 04 · ANGLES OF APPROACH · THREE
Three
angles.
REDACTIONS · 0
ANGLE · 01

Champalimaud's 120th-Year Redesign

The 2024 restoration was the most comprehensive work the property has seen since the 2013 renovation. Champalimaud Design led the refresh of the lobby, the King Cole Bar, and the introduction of La Maisonette, preserving the Beaux-Arts bones while adding dark wood, onyx, bronze, and scalloped banquettes. During the work, the original 1905 Tiffany-design stained glass was uncovered behind false ceilings at reception and restored. The result is an interior that feels simultaneously 1904 and 2024.

FIELD · 001EX · A
ANGLE · 02

The King Cole Bar and the Bloody Mary

The bar is the room where the Bloody Mary was invented, or at least where the Red Snapper, its more genteel St. Regis name, became a canonical drink. The 1906 Maxfield Parrish mural of Old King Cole and his fiddlers three still commands the room, and the reopening after the 2024 renovation reintroduced it as moodier and darker than before. Staying here gets you the first seat at the bar before the after-work crowd arrives.

FIELD · 002EX · B
ANGLE · 03

Butler Service on Every Floor

The St. Regis invented the butler service model in 1904, and every guest at every category of room still gets one. The butler will unpack a suitcase, press a suit, arrange coffee exactly when you want it, and source a last-minute theater ticket. It is not gimmick butler service, it is the kind of attentive layering that genuinely makes a three-night stay feel different from a standard luxury booking.

FIELD · 003EX · C
§ 05 · CAVEATS · FILED UNCLASSIFIED
Real
talk.
UNEDITED · DESK COMMENTARY
△ CAUTION · UNCLASSIFIED
△ CAUTION · UNCLASSIFIED
01POINT · SCALE

238 rooms at 5th Avenue and 55th Street since 1904: one of larger St. Regis properties. Entry-level Superior Kings smaller than $1,000+ rates suggest; weekend lobby spillover is public.

02POINT · AUDIENCE

No published Instagram signal but Forbes Five-Star continuous rating and 24-hour butler service per floor pull Marriott Bonvoy Titanium/Ambassador loyalists and Champalimaud-2024-renovation aware heritage-luxury travellers.

03POINT · VARIANCE

238 rooms span entry-level Superior Kings (small for the rate), Astor Suite (founder-named, separate living room, most generous ceilings), Dior Suite (1,700sqft, fashion-coded). Suite is the move.

04POINT · COMPETITION

At $$$$$ Midtown, St. Regis competes with Plaza, Peninsula, Four Seasons. Wins on Astor 1904 commission and 2024 Champalimaud King Cole Bar restoration, not on contemporary design.

§ 06 · WHERE IT SITS · PROXIMITY
The ground,
mapped.
5 ANCHORS · ON FOOT
COORDINATES
40.7614° N · 73.9746° W
DISTRICT
Midtown
REGION
New York City
NEAREST AIRPORT
JFK · 45 min
FIELD BRIEF · PROXIMITY
AnchorOn footDistance
The Museum of Modern Art· Tourist Attraction3 min253m
St. Patrick's Cathedral· Church4 min337m
Rockefeller Center· Tourist Attraction6 min452m
Radio City Music Hall· Tourist Attraction6 min479m
Top of The Rock· Tourist Attraction6 min464m
PROXIMITY PLAN · ON FOOT
CULTURAL ANCHORS · WALKING DISTANCE
§ 07 · SUBJECT BRIEF · FIELD NOTE N°004
On the
record.
1 MIN BRIEFING · LAST AMENDED 2026.05.17
FOUNDED
1904
ARCHITECT
CHAMPALIMAUD DESIGN
RENOVATED
2024
KEYS
238 ROOMS
TIER
VERY HIGH
AIRPORT
JFK · 45M
INSTAGRAM
106K
DISTRICT
MIDTOWN
◉ FILED · UB-NYC-004
DOSSIER-OPEN
SUBJECT · THE ST. REGIS NEW YORK
MIDTOWN · NEW YORK CITY
CLEARANCE · PUBLIC
¶ SUBJECT BRIEF · OPEN FILE

John Jacob Astor IV opened the St. Regis on September 4, 1904 as the tallest hotel in New York City, commissioned to designs by Trowbridge & Livingston in French Beaux-Arts style and named after Upper St. Regis Lake in the Adirondacks. 120 years later, the building still commands the corner of 5th Avenue and 55th Street, still runs 24-hour personal butler service on every floor, still holds a continuous Forbes Five-Star rating, and as of 2024 has just completed a dramatic renovation of its public spaces led by Champalimaud Design.

The work restored original stained-glass Tiffany windows hidden behind the reception facade for decades, rebuilt the King Cole Bar around its Maxfield Parrish mural with dark wood panelling and a deep green ceiling, and introduced a new daytime restaurant called La Maisonette inspired by the hotel's 1910s breakfast room. This is heritage hospitality taken seriously, and the 238 rooms still get booked by the people who cannot quite believe the bar under the Parrish mural is still open.

EOF · SUBJECT BRIEF— THE EDITORS, UB DESK
§ 09 · TRANSMISSION LOG · CHATTER
What came
across the wire.
6 ENTRIES · ROLLING 90-DAY
TIMESTAMPCHANNELENTRY
2026.04.14 · 11:54ZPRESSFodor's review filed
2026.04.14 · 07:13ZSYSTEMAdded to Unbookable index
2025.01.01 · 00:00ZPRESSRobb Report review filed
2025.01.01 · 00:00ZPRESSOyster review filed
2025.01.01 · 00:00ZPRESSBusiness Traveller review filed
2022.01.01 · 00:00ZPRESSThe Points Guy review filed
ROLLING LOG · LATEST 5-8 SHOWN · RETAINED 90 DAYS
§ 10 · CONDITIONS REPORT · CLIMATE & DEMAND
On the
ground.
12-MO WEATHER RECORD · DEMAND CYCLE
NEW YORK CITY · SEASON CYCLE

Late April–early May beats Met Gala. First two weeks of September beat UNGA. Anything SepDec needs 60–90 days of lead time.

TOURIST DEMAND BY MONTH
JAN
FEB
MAR
APR
MAY
JUN
JUL
AUG
SEP
OCT
NOV
DEC
LowShoulderPeak
WEATHER IN NEW YORK CITY
101010121111131110109114°5°9°15°21°26°29°28°25°19°12°7°JANFEBMARAPRMAYJUNJULAUGSEPOCTNOVDEC
RAIN · DAYS/MOAVG HIGH · °C
JAN-FEBLowCold value window

Demand drops to 45-50 across January and February as overnight lows fall to -4°C and Manhattan visitors thin out for the post-NYE stretch. NYC Restaurant Week in January and NY Fashion Week (Fall/Winter) in February provide cultural anchors, but the broader calendar runs unusually soft for a major destination. Hotel rates fall noticeably below peak across most categories, and properties that rarely discount run winter promotions during NYC Hotel Week in mid-January. For travelers tolerant of single-digit cold and willing to layer, this is when New York runs as a working city without the visitor compression of every other month.

MAR-APRShoulderSpring transition

Demand climbs from 60 in March to 75 in April as temperatures rise from 9°C to 15°C and outdoor New York becomes physically possible again. The St. Patrick''s Day Parade (March 17) compresses Midtown for a day; Easter weekend and MLB Opening Day drive booking pressure across Manhattan and Brooklyn in April. Lead times for Very High-tier properties (Baccarat, The Bowery Hotel, Wythe Hotel) sit at 3-4 weeks outside the parade and Easter compression dates. April second half is where temperature, daylight and pricing align before the Met Gala / Memorial Day events trigger May''s peak structure.

MAY-JUNPeakEvent-driven spring peak

Demand jumps to 90 in May and 85 in June, driven by an event calendar that compresses inventory across distinct one-week windows rather than spreading evenly. May compresses around Met Gala, Frieze NY and Memorial Day weekend; June stacks NYC Pride, Tribeca Festival and Tony Awards in the back half. Temperatures climb from 21°C in May to 26°C in June, before the July humidity locks in across Manhattan and the East Coast. Lead times for Very High-tier properties (Baccarat, The Twenty Two, Gansevoort) tighten to 6-8 weeks during event compression weeks and 3-4 weeks otherwise.

JULShoulderSummer heat dip

July demand drops to 65 as Manhattan residents flee the city for the Hamptons, Hudson Valley and the Jersey Shore, opening inventory across central neighborhoods. Highs hit 29°C with 20°C overnight lows, with humidity and 13 rain days producing reliable afternoon thunderstorms across Manhattan. Independence Day week pulls one short demand spike (fireworks over the East River, July 4 weekend), but the broader month runs as a value window for non-residents. Wildflower Farms (Auberge, Hudson Valley) and Wythe Hotel (Williamsburg) absorb spillover travelers seeking summer atmosphere with lower August-style booking pressure.

AUGLowSummer slump

August demand bottoms at 55, the softest reading for any month outside February, as the city empties of residents and business travel pauses. Highs hold at 28°C, similar to July, but the absence of resident and business demand opens the cleanest direct-channel inventory window since February. US Open Tennis begins in the last 10 days of the month and pulls demand into Queens (Flushing Meadows) and Midtown hotels with USTA partnerships. Outside the US Open weeks, August reads as a value window for travelers willing to work around the heat-and-humidity combination.

SEPPeakAnnual maximum

September is the year's annual peak at demand 100, driven by the simultaneous arrival of UN General Assembly and NY Fashion Week into the same compressed two-week window. Midtown specifically locks down as UN diplomatic delegations, security shutdowns and Fashion Week buyers converge; Baccarat, The St. Regis and The Twenty Two require 8-12 weeks of lead time. Highs hit 25°C with 10 rain days, physically agreeable for outdoor Manhattan activity, but the booking pressure cancels the comfort entirely. First two weeks of September (before UNGA) are the only soft window: late August into early September captures fall weather without the diplomatic-event compression.

OCTPeakFoliage and Comic Con

October demand stays at 90 as Hudson Valley foliage pulls weekend trips upstate and NY Comic Con (mid-month) compresses Midtown across a four-day stretch. Highs drop to 19°C and rain holds at 10 days, the autumn weather window that foliage-trip operators and Hudson Valley packages plan around. Booking discipline matches September''s: 60-90 days lead time at Very High-tier, longer for Comic Con weekend specifically (Wythe Hotel and Brooklyn properties absorb adjacent demand). Wildflower Farms in Hudson Valley peaks here as the foliage destination of choice for travelers blending NYC and upstate; book by August.

NOV-DECPeakHoliday corridor

November holds demand at 80 with NYC Marathon and Thanksgiving Day Parade, and December climbs to 95 on Rockefeller Tree, holiday markets and NYE pressure. The corridor compresses inventory across all sub-regions, but Midtown specifically locks down for Rockefeller Tree visitors, Times Square holiday-window shoppers and NYE pressure. Lead times extend to 60-90 days minimum at Very High-tier; The Bowery Hotel and Ace Hotel see 4-month leads on the week between Christmas and NYE specifically. Overnight lows hit 0°C in December with single-digit daytime, but the festive infrastructure (markets, lights, store windows) is the explicit draw.

§ 11 · LEAD-TIME INTEL · ENTRY WINDOW
Plan the
approach.
DEMAND CYCLE · BOOKING-LEAD INDEX
VERY HIGHTHE ST. REGIS NEW YORK

Book 6-8 weeks ahead for Sep-Dec business peaks and holidays; weekday stays open up inside three weeks during winter and August.

DESTINATION DEMAND · 12-MONTH
PROPERTY PRESSURE · AWAITING DATA
PEAKHIGHSHOULDERLOWOFF
NOW
JAN
FEB
MAR
APR
MAY
JUN
JUL
AUG
SEP
OCT
NOV
DEC
PEAKHIGHSHOULDERLOWOFF
CHECK AVAILABILITY
§ 12 · KNOWN OPERATIVES · 3 FIELD NOTES
Tradecraft
briefing.
3 OF 3 · DESK-VERIFIED
OPERATIVE · 01UB-NYC-004
BEST ROOM.

Book an Astor Suite if you can, which is the one-bedroom category named for the founder and laid out with a separate living room, king bedroom, and the most generous ceiling heights in the hotel. For a designer experience, the Dior Suite, 1,700 square feet across one bedroom and two bathrooms, was designed in collaboration with the maison and is still one of the most fashion-coded suites in New York.


  • ASTOR SUITE
  • DIOR SUITE 1700 SQFT
  • SEPARATE LIVING ROOM
OPERATIVE · 02UB-NYC-004
THE WORKAROUND.

Marriott Bonvoy Titanium and Ambassador members get the clearest path to upgrades, and the Suite Night Awards are unusually effective here compared to other Marriott luxury brands. If you do not carry status, book through a Virtuoso or STARS agent to get the package that includes breakfast, a $100 food and beverage credit, and confirmed upgrade-at-check-in.


  • BONVOY TITANIUM PATH
  • SUITE NIGHT AWARDS
  • BOOK VIA VIRTUOSO/STARS
OPERATIVE · 03UB-NYC-004
LOCAL TIP.

The St. Regis is 45 minutes from JFK via taxi outside rush hour and about 20 from LaGuardia. The corner of 5th Avenue and 55th sits two blocks from Central Park and three from the Museum of Modern Art, so the morning walk pattern writes itself: coffee at Maison Kitsune, 30 minutes at MoMA before the crowds, then lunch at La Maisonette.


  • 45 MIN FROM JFK
  • MOMA TWO BLOCKS
  • CENTRAL PARK CORNER
§ 14 · DEMAND INTELLIGENCE · THE SIGNALS
What the
signals say.
5 OF 9 SIGNALS · LIVE · REFRESHED 1D AGO
DOMINANT ON SEARCH · DOMINANT ON BOOKING · DOMINANT ON GUESTS
INSTAGRAM DEMAND
106K
MODEST
followers on file
SEARCH DEMAND
15K
DOMINANT
monthly keyword searches
CRITIC CITATIONS
5
FIRM
reviews on file
BOOKING DIFFICULTY
85/100
DOMINANT
availability pressure
GUEST SCORE
9.0/10
DOMINANT
from guest reviews
§ 15 · COMPARATIVE ASSESSMENT · 6 DIMENSIONS
How it
stacks up.
#2 OF 88 · NEW YORK CITY
#2IN NEW YORK CITY · OF 88
#39GLOBALLY · OF 405
Room Demand
3/10
TOP 72%
Booking Difficulty
9/10
TOP 22%
Search Demand
10/10
TOP 11%
Critic Score
5/10
TOP 69%
Guest Score
9/10
TOP 15%
Viral Reach
6/10
TOP 39%
PERCENTILE COMPUTED LIVE · 405 ACTIVE PROPERTIESMETHODOLOGY · /HOW-WE-RANK
§ 19.7 · SIGNAL MONITORING · PAST MONTH
Signals
holding.
18 SNAPSHOTS · DAY 18
Composite Unbookable Score · 17-day trace
69 0from 69
Room Demand
3 0
Booking Difficulty
9 0
Search Demand
10 0
Critic Score
5 0
Guest Score
9 0
Viral Reach
6 0

Signal stable — composite holding within ±2 points over 17 days (currently 69). No single dimension moved more than the rest.

§ 18 · FILE CLOSED · UB-NYC-004
Final
assessment.
CONFIRMEDDESK SIGN-OFF

File closes at VERY HIGH. Book direct six to eight weeks out for September through December business peaks. Skip if you want fashion-forward design; this one trades on heritage register.

FILED BY V. BRANSON · UB DESK · NEW YORK CITY · 2026-05-17
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