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FILE
UB-NYC-062
SUBJECT
VIRGIN HOTELS NEW YORK CITY
REGION
NEW YORK CITY
OPENED
2023
UPDATED
2026.06.03
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CASE FILE · SUBJECT PROFILE

Virgin
Hotels New York City.

MODERATE · CONFIRMED
KEYS
460 rooms
PRICE
$$$$
ARCHITECT
MARKZEFF
OPENED
2023
DISTRICT
NoMad & Gramercy
RESTAURANT
Multiple
AIRPORT
JFK · 45 min
FEATURED IN 6 MAJOR PUBLICATIONS
Virgin Hotels New York City
EXHIBIT A · NYC · NORTH AMERICA
● LIVE · 27K
Opened March 2023 at Broadway and 30th with Everdene on three and Pool Club on top.EXHIBIT A
FEATURED IN 6 MAJOR PUBLICATIONS
ASSESSMENT
44
RANK#64of 88
UNBOOKABILITY · / 100
DEMAND
20
SCARCITY
60
CRITIC
70
SOCIAL
40
SEARCH
20
GUEST
60
DESK NOTE
Virgin Hotels New York City is a new 460-room hotel in an old NoMad block, with a rooftop pool most Manhattan properties cannot match. If you want brand reliability, a working pool deck, and a fourth-floor Everdene booking, the building delivers.
Filed by UB DESK · MENA
6 critic reviews
§ 01 · PHOTO ARCHIVE · EXHIBIT A
The evidence.
@VIRGINHOTELSNYC · IG EVIDENCE
EX · A
FEED-NYC062 · @virginhotelsnyc
§ 02 · CRITIC DOSSIER · 6 INDEXED
What they
filed.
4 / 6 · CONSENSUS TIER-1
EXHIBIT · F1
MICHELIN Guide
TIER-1 · MAJOR
2024
"Where else but NoMad for a hotel as accessibly, palatably hip as Virgin Hotels New York? Here the temptation must have been to go full Mad Men mid-century modern, but thankfully…"
EX · F1READ SOURCE →
TIER-1 SOURCE
EXHIBIT · F2
Condé Nast Traveler
TIER-1 · MAJOR
2024
"Virgin Hotels brings the party to New York's hotel hotspot, NoMad."
EX · F2READ SOURCE →
TIER-1 SOURCE
EXHIBIT · F3
Time Out New York
TIER-3 · SPEC.
2025
"Upon turning the corner onto W. 30th Street from Broadway, Virgin Hotels New York makes for a dramatic arrival experience. Amidst NoMad's tightly crammed hustle and bustle, the…"
EX · F3READ SOURCE →
TIER-3 SOURCE
EXHIBIT · F4
AFAR
TIER-3 · SPEC.
2023
"Social Hot Spot or Hotel? The New Virgin Hotels New York Aims to Be Both"
EX · F4READ SOURCE →
TIER-3 SOURCE
EXHIBIT · F5
International Traveller
TIER-4 · WRITER
2024
"Virgin Hotels NYC is perfect for solo travellers, couples and the bleisure traveller. In short, despite the very cluttered New York hotel scene, Virgin Hotels NYC is a welcome…"
EX · F5READ SOURCE →
TIER-4 SOURCE
EXHIBIT · F6
Head for Points
TIER-4 · WRITER
2023
"Apart from that, I'd be more than happy to return to Virgin Hotels New York City, particularly for its fantastic views and central location. The only real feedback I have is that…"
EX · F6READ SOURCE →
TIER-4 SOURCE
§ 03 · THE READ · ON & OFF BOOK
THE READ.
DESK ASSESSMENT · TWO ANGLES
THE OFFICIAL READ

Yes for the Pool Club and for anyone who wants a large-hotel infrastructure of multiple bars, a real gym, and 24-hour service. It is less the right pick if you want a small independent, but that is not what Virgin was trying to build.

THE OFF-BOOK READ

The Lounge on Fourteenth is the brand's VIP lounge on the 14th floor, complimentary for Virgin Red Platinum and Chamber Suite guests. It includes a workspace, a bar, and quieter terrace seating than the Pool Club two floors up.

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

A rooftop pool in Manhattan is still a short list

The Pool Club sits approximately 60 feet above Broadway on the roof and is the single most-photographed amenity in the building. It combines a pool deck, a bar, and programming into one of the few real rooftop pools in NoMad. Access is guest-first and books out on summer weekends.

FIELD · 001EX · A
ANGLE · 02

Everdene takes the whole third floor

Everdene, the ground-floor restaurant extension, occupies the entire third floor with an outdoor Conservatory terrace, a Library, and a bar, designed in tandem with Brooklyn-based MARKZEFF. It is the one Virgin food and beverage program that reads as more than a hotel lobby restaurant.

FIELD · 002EX · B
ANGLE · 03

Rockwell Group did the interiors at scale

David Rockwell's studio handled the public spaces and rooms across 460 keys, which is a different brief than a 100-room boutique. The lobby, the Shag Room lounge, and the guest chambers all carry Virgin's red-accent signature without tipping into novelty. It looks like a hotel, not a theme park.

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

460 rooms at 1227 Broadway since March 2023. Branson's first Manhattan property (third Virgin after Chicago and Nashville). Largest NoMad hotel by far. VOA Associates architecture + Rockwell Group Virgin-red interiors.

02POINT · AUDIENCE

No published Instagram signal. Virgin Red loyalty members and Pool Club rooftop priority travellers. Less small-independent than brand-reliability + 24-hour service + Everdene fourth-floor restaurant demographic.

03POINT · VARIANCE

460 rooms: chamber Suite floors 25+ east or south (Empire State or downtown sightline). Two-chamber layout separates bed from living area with sliding partition (Virgin signature, useful for families).

04POINT · COMPETITION

At $$$$ in NoMad, Virgin competes with MADE Hotel ($$$$ 108-room independent) and Ace Hotel NY ($$$ Roman and Williams). Wins on rooftop Pool Club + multiple bars + 24-hour service at scale, not on independent-chef dining or Roman and Williams blueprint.

§ 06 · WHERE IT SITS · PROXIMITY
The ground,
mapped.
3 ANCHORS · ON FOOT
COORDINATES
40.7466° N · 73.9888° W
DISTRICT
NoMad & Gramercy
REGION
New York City
NEAREST AIRPORT
JFK · 45 min
FIELD BRIEF · PROXIMITY
AnchorOn footDistance
Empire State Building· Tourist Attraction4 min333m
Madison Square Park· Park6 min495m
Eataly - Flatiron· Market6 min519m
PROXIMITY PLAN · ON FOOT
CULTURAL ANCHORS · WALKING DISTANCE
§ 07 · SUBJECT BRIEF · FIELD NOTE N°062
On the
record.
1 MIN BRIEFING · LAST AMENDED 2026.05.17
FOUNDED
2023
ARCHITECT
MARKZEFF
KEYS
460 ROOMS
TIER
MODERATE
AIRPORT
JFK · 45M
INSTAGRAM
27K
DISTRICT
NOMAD & GRAMERCY
◉ FILED · UB-NYC-062
DOSSIER-OPEN
SUBJECT · VIRGIN HOTELS NEW YORK CITY
NOMAD & GRAMERCY · NEW YORK CITY
CLEARANCE · PUBLIC
¶ SUBJECT BRIEF · OPEN FILE

Virgin Hotels New York City opened in March 2023 at 1227 Broadway, the brand's third property after Chicago and Nashville and Richard Branson's first Manhattan outpost. VOA Associates handled the architecture and Rockwell Group did the interiors with distinctive Virgin red accents throughout.

At 460 rooms the building is much larger than the NoMad independents around it, and the rooftop Pool Club is the amenity most guests book it for.

EOF · SUBJECT BRIEF— THE EDITORS, UB DESK
§ 09 · TRANSMISSION LOG · CHATTER
What came
across the wire.
7 ENTRIES · ROLLING 90-DAY
TIMESTAMPCHANNELENTRY
2026.04.14 · 07:13ZSYSTEMAdded to Unbookable index
2025.01.01 · 00:00ZPRESSTime Out New York review filed
2024.01.01 · 00:00ZPRESSMICHELIN Guide review filed
2024.01.01 · 00:00ZPRESSCondé Nast Traveler review filed
2024.01.01 · 00:00ZPRESSInternational Traveller review filed
2023.01.01 · 00:00ZPRESSAFAR review filed
2023.01.01 · 00:00ZPRESSHead for Points 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
MODERATEVIRGIN HOTELS NEW YORK CITY

Book 2-3 weeks ahead for Fashion Week and Sep-Dec peaks; weekday and January stays usually available within the same week.

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-062
BEST ROOM.

Book a Chamber Suite on a high floor, ideally 25 and above, facing east or south for Empire State Building or downtown sightlines. The two-chamber layout separates the bed from the living area with a sliding partition, which is a Virgin signature and genuinely useful for families.


  • CHAMBER SUITE 25TH+
  • EAST/SOUTH FACING
  • SLIDING PARTITION
OPERATIVE · 02UB-NYC-062
THE WORKAROUND.

Virgin Red members book directly at the best public rate and get a free room upgrade when available. The Pool Club reservation system opens 30 days out for guests. Lock your chaise on day one of booking, not day of stay, or you are waiting behind the walk-ups.


  • VIRGIN RED FREE UPGRADE
  • POOL CLUB 30 DAYS OUT
  • LOCK CHAISE EARLY
OPERATIVE · 03UB-NYC-062
LOCAL TIP.

From JFK, take the AirTrain to Jamaica and the E train to 34th Street-Penn Station, about 55 minutes for $11. Walk four blocks south to Broadway and 30th. Koreatown sits two blocks west on 32nd for late dinners past midnight when the rest of NoMad has closed.


  • 55 MIN FROM JFK
  • E TO PENN
  • KOREATOWN TWO BLOCKS
§ 14 · DEMAND INTELLIGENCE · THE SIGNALS
What the
signals say.
4 OF 9 SIGNALS · LIVE · REFRESHED 1D AGO
STRONG ON CRITICS · FIRM ON BOOKING · FIRM ON GUESTS
INSTAGRAM DEMAND
27K
QUIET
followers on file
CRITIC CITATIONS
6
STRONG
reviews on file
BOOKING DIFFICULTY
55/100
FIRM
availability pressure
GUEST SCORE
6.0/10
FIRM
from guest reviews
§ 15 · COMPARATIVE ASSESSMENT · 6 DIMENSIONS
How it
stacks up.
#64 OF 88 · NEW YORK CITY
#64IN NEW YORK CITY · OF 88
#264GLOBALLY · OF 405
Room Demand
2/10
TOP 86%
Booking Difficulty
6/10
TOP 57%
Search Demand
2/10
TOP 92%
Critic Score
7/10
TOP 37%
Guest Score
6/10
TOP 38%
Viral Reach
4/10
TOP 61%
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
44 0from 44
Room Demand
2 0
Booking Difficulty
6 0
Search Demand
2 0
Critic Score
7 0
Guest Score
6 0
Viral Reach
4 0

Signal stable — composite holding within ±2 points over 17 days (currently 44). No single dimension moved more than the rest.

§ 18 · FILE CLOSED · UB-NYC-062
Final
assessment.
CONFIRMEDDESK SIGN-OFF

File closes at MODERATE. Book direct two to three weeks out for Fashion Week and September through December peaks. Skip if you wait day-of for the Pool Club; chaises lock 30 days out.

FILED BY V. BRANSON · UB DESK · NEW YORK CITY · 2026-05-17
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§ 19 · ALSO ON FILE — NEW YORK CITY
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