Waldorf Astoria Miami Beach will open its doors in winter 2027, after Hilton and the property owner, Reuben Brothers, confirmed plans to reposition the W South Beach as the group’s flagship luxury brand. The move represents Waldorf Astoria’s debut in the Miami Beach market and ends the property’s nearly two-decade run as a Marriott-affiliated hotel.
Hilton and Reuben Brothers Group announced the management agreement on July 7, with the 348-key, 20-storey resort on Collins Avenue set to close later this summer. The companies describes this as a scrupulous renovation and repositioning. Waldorf Astoria Miami Beach is expected to reopen in winter 2027, according to the announcement.
Photo Courtesy: Marriott Hotels
From Lifestyle Icon to Perpetual Luxury
The hotel has operated as a W since 2009 and underwent a $30 million renovation in 2020. Where the W brand built its identity on bold, colourful, lifestyle-driven design. Waldorf Astoria leans towards sophisticated, perennial charm, and Hilton says the coming renovation will “categorically change” the property’s character rather than simply refresh it.
Reuben Brothers, the Geneva-based investment group that acquired the hotel in a deal valued at more than 400 million US dollars in 2024, is overseeing the project alongside Hilton. Los Angeles-based Avenue Interior Design is leading the design work.
“Miami Beach is one of those rare destinations with a spirit the world immediately recognises: dynamic, expressive, sunlit and full of life,” said Dino Michael, senior vice president and category head for Hilton Luxury Brands. “For Waldorf Astoria, it is an extraordinary canvas.”
Waldorf Astoria’s Signature Peacock Alley Lobby Bar. Photo Courtesy: Waldorf Astoria Orlando
What Business Travellers Can Expect
The renovated property will retain its 348 suites, all with ocean views and private balconies, as well as a redesigned lobby anchored by Peacock Alley, Waldorf Astoria’s signature all-day lounge and dining concept. Hilton also plans a new F&B programme, a newly curated spa and fitness centre, an updated 48,000-sqf pool deck with private cabanas, and renewed event spaces.
What Lies Ahead for Hilton in the USA
The rebrand shifts the property from Marriott Bonvoy to Hilton Honours. Neither company has confirmed exact closing or reopening dates. The hotel’s own booking window suggests a closure around mid-to-late July 2026, ahead of the winter 2027 relaunch.
Waldorf Astoria Miami Beach will not be the brand’s only presence in the market. Waldorf Astoria Miami, a separate property under development in the Brickell neighbourhood, is expected to open in 2028. This will give Hilton two distinct luxury addresses in Greater Miami within a year. The brand currently operates 40 properties worldwide. hilton.com
