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FILE
UB-NYC-048
SUBJECT
THE GREENWICH HOTEL
REGION
NEW YORK CITY
OPENED
2008
UPDATED
2026.07.18
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CASE FILE · SUBJECT PROFILE

The Greenwich
Hotel.

HIGH · CONFIRMED
KEYS
88 rooms
PRICE
$$$$$
OPENED
2008
DISTRICT
Tribeca & Financial District
RESTAURANT
Fine Dining
AIRPORT
JFK · 45 min
FEATURED IN 8 MAJOR PUBLICATIONS
The Greenwich Hotel
EXHIBIT A · NYC · NORTH AMERICA
SAVE
● LIVE · 29K
Eighty-eight rooms, Locanda Verde, and a lantern-lit pool under reclaimed timber from Kyoto.EXHIBIT A
FEATURED IN 8 MAJOR PUBLICATIONS
ASSESSMENT
56
RANK#24of 85
UNBOOKABILITY · / 100
DEMAND
30
SCARCITY
60
CRITIC
70
SOCIAL
40
SEARCH
80
GUEST
60
DESK NOTE
The Greenwich is what happens when three owners who live in the neighborhood build the hotel they would want to stay at. That ownership model does not scale, which is why nothing else in New York feels quite like it. Worth the premium if the 88-unique-rooms idea is why you are coming.
Filed by UB DESK · MENA
8 critic reviews
QUESTIONS ON FILE12 ANSWERED · 6 PENDING
§ 01 · PHOTO ARCHIVE
The evidence.
FEED-NYC048 · @thegreenwichhotel
§ 02 · CRITIC DOSSIER
What they
filed.
8 REVIEWS
F1
Travel + Leisure
TIER-1 · MAJOR
2024
"'If your fingers are crossed to bump into your favorite celebrity, The Greenwich Hotel is where to be,' says Canal of this five-star hotel. The property 'hosts high-profile guests…"
TIER-1 SOURCE
F2
Forbes Travel Guide
TIER-1 · MAJOR
2024
"The Greenwich Hotel commands the cobbled corner of Greenwich and North Monroe streets in charming Tribeca. Just one block from the Hudson River Greenway, its red brick facade rests…"
TIER-1 SOURCE
F3
Condé Nast Traveler
TIER-1 · MAJOR
2022
"In an era of the ever-more-exclusive members' club luring the black-card-carrying wolf pack, Robert De Niro's hotel makes privacy feel refreshingly effortless. Built more than a…"
TIER-1 SOURCE
F4
Oyster
TIER-2 · AUTH.
2024
"This virtually flawless 88-room TriBeCa hotel (opened in 2008 by Robert de Niro, among others) offers large, homey rooms, breathtaking design, and very attentive service. Even…"
TIER-2 SOURCE
F5
Time Out NY
TIER-3 · SPEC.
2024
"Most astounding, though, were the two main experiences adjacent to the traditional hotel: the on-site Shibui Spa, modeled after a Japanese onsen, and Locanda Verde, the famous…"
TIER-3 SOURCE
F6
Fathom
TIER-3 · SPEC.
2017
"The Greenwich Hotel is as close as you can get to a sophisticated European country house in the city."
TIER-3 SOURCE
F7
Mr & Mrs Smith
TIER-3 · SPEC.
"Built to blend in with the classic New York façades of trendy Tribeca, Robert de Niro's Greenwich Hotel boasts beautiful bedrooms fitted with Carrara marble and Moroccan tile, a…"
TIER-3 SOURCE
F8
The Aficionados
TIER-4 · WRITER
"A design residence synonymous with considered architecture, detailed interior décor"
TIER-4 SOURCE
§ 03 · THE TAKES
THE READ.
THE OFFICIAL READ

Locanda Verde, genuinely. Fifteen years in and it still operates as a restaurant first and a hotel amenity second. The cacio e pepe and the lamb meatball sliders are the dishes the regulars order. Book for the second night of your stay once jet lag settles.

THE OFF-BOOK READ

The Drawing Room, the guests-only salon upstairs with a working fireplace and an honor bar. Most guests never find it because the hotel does not advertise it. Ask at reception and settle in with a book after Shibui. The breakfast spread lives here in the mornings.

§ 04 · WHY UNBOOKABLE
Three
angles.
ANGLE · 01

Eighty-Eight Unique Rooms

Every room at the Greenwich is its own layout. Antique rugs, hand-loomed fabrics, custom tiles, Tibetan carpets, artwork sourced by the owners. No two rooms photograph the same, which is why the hotel shows up on hotel-of-the-year lists more than any other 88-room building in the country.

FIELD · 001EX · A
ANGLE · 02

Shibui Spa and the Farmhouse Pool

Shibui Spa sits below ground inside the original timber frame of a 250-year-old Japanese farmhouse reassembled from Kyoto. The pool is lit by paper lanterns and you often have it to yourself before 8am. Treatments use Tata Harper and Japanese brands you will not find at a chain spa.

FIELD · 002EX · B
ANGLE · 03

Locanda Verde Never Stops

Andrew Carmellini's Locanda Verde has been full every night since 2009. The downstairs dining room is still the neighborhood anchor, and hotel guests get the 6:30 slots the OpenTable public cannot find. The blueberry pancakes at breakfast are worth a trip even without the room.

FIELD · 003EX · C
§ 05 · THE CAVEATS
Real
talk.
01POINT · SCALE

88 rooms (each individually designed by Grayson/Meyer Davis) since April 2008. De Niro/Drukier/Born Tribeca project. 250-year-old reclaimed Japanese farmhouse basement pool. Owner-managed, not brand-managed. Spa inconsistent.

02POINT · AUDIENCE

No published Instagram signal. Owner-managed-residence-pretending-to-be-hotel pulls Locanda Verde Andrew Carmellini diners and BD-Hotels-portfolio-history readers. Less Instagram than 88-unique-rooms-pedigree demographic.

03POINT · VARIANCE

88 rooms: tribeca Suite 4th-5th floor facing Greenwich Street (working fireplace, king bedroom, proper living area, quieter residential side, claw-foot tub). Top-of-house pricing.

04POINT · COMPETITION

At $$$$$ in Tribeca, Greenwich competes with Casa Cipriani ($$$$$ Despont) and Hôtel Barrière Fouquet's. Wins on De Niro/Drukier/Born owner-managed plus Locanda Verde 15-year run plus 88 unique rooms, not on Despont conceit or Paris-import.

§ 06 · PROXIMITY
The ground,
mapped.
3 ANCHORS
DISTRICT
Tribeca & Financial District
REGION
New York City
NEAREST AIRPORT
JFK · 45 min
FIELD BRIEF · PROXIMITY
AnchorOn footDistance
Ghostbusters Headquarters· Tourist Attraction3 min274m
Whole Foods Market· Market6 min490m
One World Observatory· Tourist Attraction10 min808m
PROXIMITY PLAN · ON FOOT
CULTURAL ANCHORS · WALKING DISTANCE

The Greenwich Hotel is as close as you can get to a sophisticated European country house in the city.

Fathom, on The Greenwich Hotel · from the case file
§ 07 · FIELD NOTES
On the
record.
1 MIN READ · UPDATED 2026.07.10
FOUNDED
2008
KEYS
88 ROOMS
TIER
HIGH
AIRPORT
JFK · 45M
INSTAGRAM
29K
DISTRICT
TRIBECA & FINANCIAL DISTRICT
SUBJECT · THE GREENWICH HOTEL
TRIBECA & FINANCIAL DISTRICT · NEW YORK CITY
THE BRIEFING

The Greenwich Hotel opened in April 2008 as Robert De Niro, Ira Drukier, and Richard Born's Tribeca project, and it remains the closest thing New York has to a residence pretending to be a hotel.

There are 88 rooms, each individually designed by Grayson/Meyer Davis, a lantern-lit basement pool built inside a 250-year-old reclaimed Japanese farmhouse, and Andrew Carmellini's Locanda Verde on the ground floor. The building is owner-managed, not brand-managed, and it shows in every hallway.

FIELD NOTES— THE EDITORS, UB DESK
§ 09 · UPDATES
What
changed.
8 ENTRIES
TIMESTAMPCHANNELENTRY
2026.07.02 · 14:12ZSYSTEMTier moved · Moderate → High
2026.04.14 · 11:54ZPRESSThe Aficionados review filed
2026.04.14 · 11:54ZPRESSMr & Mrs Smith review filed
2026.04.14 · 07:13ZSYSTEMAdded to Unbookable index
2024.01.01 · 00:00ZPRESSTravel + Leisure review filed
2024.01.01 · 00:00ZPRESSOyster review filed
2024.01.01 · 00:00ZPRESSTime Out NY review filed
2024.01.01 · 00:00ZPRESSForbes Travel Guide review filed
ROLLING LOG · LATEST 5-8 SHOWN · RETAINED 90 DAYS
§ 10 · WEATHER & DEMAND
CONDITIONS.
TOURIST DEMAND · WEATHER · WHEN TO BOOK12-MO RECORD
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.

September is the single hardest month to book in New York City, and nothing else comes close. Fashion Week and the United Nations General Assembly collide in the same two-week window, pulling designers, buyers, diplomats, journalists, and their combined entourages into a city already running near capacity. Rates during UNGA week routinely blow past the rest of the year by wide margins.

October runs a close second, and for entirely different reasons. Hudson Valley foliage trips drain weekend supply, while NY Comic Con and a dense events calendar keep midweek pressure high. If September is out of reach, expect October to feel almost identical at the top of the market.

The holiday corridor from November through December is the other sustained peak. NYC Marathon weekend in early November compresses supply across all five boroughs before Thanksgiving arrives with the Macy's parade and family travel. December then stacks Rockefeller Center, holiday markets, Broadway's busiest stretch, and New Year's Eve on top of one another.

"

Booking lead times for November and December should extend to 60 to 90 days minimum at High and Very High tier properties.

May and June bring sharp, event-driven spikes rather than a broad surge. Met Gala week in early May and Frieze New York concentrate pressure in Midtown and downtown Manhattan respectively. June adds NYC Pride, the Tribeca Festival, and the Tony Awards, keeping demand high but with more day-to-day variability than the fall corridor.

The value window runs January through February. NYC Restaurant Week in January and February's Fashion Week supply the cultural programming, but overall demand hits its yearly floor, with rates falling 40 to 50 percent below peak and normally rigid properties running promotions during NYC Hotel Week. August is the other soft spot: residents flee for the summer, and while the US Open opens late in the month, the first three weeks sit well below their neighbors.

The practical read: chase the shoulders. Target late April, early May before the Met Gala, or the first two weeks of September before UNGA arrives, and you'll get peak-season energy with meaningfully better availability. July is warm and less programmed but also cheaper, a fair trade if theater and outdoor dining are the priority.

§ 11 · LEAD TIME
Plan the
approach.
HIGHTHE GREENWICH HOTEL

Book 3-4 weeks ahead for Tribeca Festival and Sep-Dec peaks; weekday and January stays usually available inside ten days.

PLANNING THIS ONE? BUILD THE TRIP LEDGER →
DESTINATION DEMAND · 12-MONTH
PROPERTY PRESSURE · AWAITING DATA
PEAKHIGHSHOULDERLOWOFF
NOW
JAN
FEB
MAR
APR
MAY
JUN
JUL
AUG
SEP
OCT
NOV
DEC
PEAKHIGHSHOULDERLOWOFF
§ 12 · INSIDER TIPS
Tradecraft
briefing.
TIP · 01UB-NYC-048
BEST ROOM.

Tribeca Suite on the fourth or fifth floor with Greenwich Street out the window, at top-of-house pricing. You get a working fireplace, a king bedroom, a proper living area, and exposure to the quieter residential side of the building. Ask for one with the claw-foot tub.


  • TRIBECA SUITE 4TH/5TH
  • WORKING FIREPLACE
  • CLAW-FOOT TUB OPTION
TIP · 02UB-NYC-048
THE WORKAROUND.

Locanda Verde books 28 days out and disappears in 90 seconds. Hotel guests can request dinner reservations through the concierge up to the day of arrival, and the kitchen keeps a handful of 5:30 and 9:30 tables for in-house bookings. Ask when you confirm the room.


  • LOCANDA VERDE 28 DAYS
  • CONCIERGE GUEST WINDOW
  • 5:30 OR 9:30 SLOTS
TIP · 03UB-NYC-048
LOCAL TIP.

JFK to the Greenwich is a $75 to $95 Uber in 35 to 55 minutes. Walk 90 seconds to Locanda Verde for breakfast, six minutes to the Hudson River Park for a run, and 12 minutes to the Oculus. Stone Street and Dante in Greenwich Village are both a short cab.


  • 55 MIN FROM JFK
  • LOCANDA 90 SECONDS
  • HUDSON RIVER PARK SIX MIN

A design residence synonymous with considered architecture, detailed interior décor

The Aficionados, on The Greenwich Hotel · from the case file
§ 14 · DEMAND SIGNALS
Where it
stands.
#24 OF 85 · NEW YORK CITY
#24IN NEW YORK CITY · OF 85
#146GLOBALLY · OF 437
STRONG ON SEARCH · STRONG ON CRITICS · FIRM ON BOOKING
INSTAGRAM DEMAND
29K
MODEST
TOP 76% · followers on file
SEARCH DEMAND
5K
STRONG
TOP 21% · monthly searches
CRITIC SCORE
8
STRONG
TOP 16% · reviews on file
BOOKING DIFFICULTY
55/100
FIRM
TOP 55% · availability pressure
GUEST SCORE
6/10
FIRM
TOP 57% · from guest reviews
VIRAL REACH
4/10
MODEST
TOP 82% · reach footprint
RANK + PERCENTILE COMPUTED LIVE · 437 ACTIVE PROPERTIESMETHODOLOGY · /HOW-WE-RANK
§ 19.7 · DEMAND TRAJECTORY
Where the
demand's going.
45 READINGS

The real Instagram following over time, plus where this hotel sits for demand in New York City. Pick a range, toggle the lines. Followers are reach and demand, not engagement.

Instagram following
29,362
@thegreenwichhotel
7-day
+53
+0.18%
28-day
+129
+0.44%
Read
Steady
UNBOOKABLE RANK#22#64HIGHJun 21Jun 30Jul 9Jul 18
Followers are a reach and demand signal, not engagement. Rank and score move in steps, shifting only when the nightly re-score moves a property past another. Each line is drawn only where readings exist.
Standing#33 fastest-growing in New York City7#190 of 426 by followers
§ 18 · FILE CLOSED · UB-NYC-048
Final
assessment.
CONFIRMEDDESK SIGN-OFF

File closes at HIGH. Book direct three to four weeks out for Tribeca Festival and September through December peaks. Skip if you want fashion-week energy; this hotel runs De Niro-quiet.

FILED BY V. BRANSON · UB DESK · NEW YORK CITY · 2026-07-10
§18.9 · THE RAW FILE

The numbers behind the tiers

The Greenwich Hotel · SOURCE READINGS · REDACTED
Availability density · sampled
 
Monthly search volume · raw
 
TikTok hashtag views · raw
 
YouTube total views · raw
 
Send a Tip
Add to the dataset
COMING SOON
Set Alert
When availability opens
COMING SOON
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Against peer set
§ 19 · ALSO ON FILE — NEW YORK CITY
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