This will be Hyatt\u2019s biggest-ever hotel in New York, and the room count is just shy of the city\u2019s biggest hotel, which is the Marriott Marquis, with nearly 2,000 keys.<\/p>\n
The hotel is described as anchoring a striking new addition to the Manhattan skyline, featuring an enclosed free-fall thrill ride, an observation deck more than 1,000 feet above Manhattan, a rooftop pool, and an extensive collection of restaurants, bars, and nightlife destinations.<\/p>\n
The property\u2019s design will \u201cdraw on New York\u2019s theatrical character, with bold color, sculptural forms, reflective finishes and unexpected details,\u201d and rooms \u201cwill be expressive but straightforward, while public spaces will bring together the design, music and social energy associated with The Standard.\u201d<\/p>\n
The StandardX is the \u201cyounger sibling\u201d of the The Standard brand, and for those not familiar, here\u2019s how the concept is described:<\/p>\n
The StandardX brand was created around a simple idea: keep what makes The Standard hotels special and lose what doesn\u2019t need to be there. Great beds, good design, interesting people and a connection to the city outside. The rooms are simpler, the service more casual and the experience more streamlined. The attitude hasn\u2019t changed. The idea is to keep the hotel simple and put guests at the center of everything interesting happening around it. Wherever The StandardX goes, X marks the spot.<\/p>\n
![\"Rendering](\"https:\/\/www.newsbeep.com\/us-ny\/wp-content\/uploads\/2026\/10\/The-StandardX-Times-Square.jpg\")
The StandardX Times Square rendering<\/p>\n
This is an interesting evolution for The StandardX brand<\/p>\n
What\u2019s interesting is that there\u2019s currently one property that\u2019s open and part of The StandardX, and that\u2019s in Melbourne. It opened in August 2024 and features just 125 rooms, so it\u2019s much more boutique in scale. <\/p>\n
![\"Lobby](\"https:\/\/www.newsbeep.com\/us-ny\/wp-content\/uploads\/2026\/10\/The-StandardX-Melbourne-1.jpg\")
The StandardX Melbourne lobby<\/p>\n
![\"Guest](\"https:\/\/www.newsbeep.com\/us-ny\/wp-content\/uploads\/2026\/10\/The-StandardX-Melbourne-2.jpeg\")
The StandardX Melbourne guest room<\/p>\n
What\u2019s odd is that the brand had a second property open in Bangkok in November 2024, with just 62 rooms. But less than two years after opening, it was rebranded as QURO Bangkok Riverside, belonging to Unscripted by Hyatt.<\/p>\n
So it\u2019s odd to see a brand where the first two properties had 62 rooms and 125 rooms, now open a hotel that has 1,800 rooms. It kind of gets at how there\u2019s no consistency within a brand anymore, even for a new brand that so far has just a single property. <\/p>\n
For that matter, it\u2019s noteworthy how investors are committing such a big property to a brand that\u2019s a relative unknown. Sure, people know about The Standard, but The StandardX is a more budget version of that. I guess the idea is that with participation in World of Hyatt, it shouldn\u2019t be too hard to fill these rooms.<\/p>\n
I suspect Hyatt is marketing The StandardX brand to investors as sort of being the best of both worlds \u2014 guest rooms can be compact (great for maximizing room count), while the hotel will also have a robust collection of food & beverage outlets, as well as attractions, which is ideal for maximizing revenue.<\/p>\n
Bottom line<\/p>\n
The StandardX will be making its North America debut, with the opening of The StandardX Times Square in the second half of 2028. The StandardX is the more budget friendly version of The Standard. It\u2019s odd how the existing property belonging to the brand has just 125 rooms, while the new property will have 1,800 rooms, so that\u2019s quite the ambitious project.<\/p>\n
This hotel will also have a free-fall thrill ride, as well as a rooftop pool and nightlife destination, so I\u2019m curious to learn more details.<\/p>\n
What do you make of The StandardX having a property of this scale?<\/p>\n","protected":false},"excerpt":{"rendered":"Hyatt will be opening its biggest-ever hotel in New York, and it\u2019ll even feature\u2026 a free-fall thrill ride?!…\n","protected":false},"author":2,"featured_media":386481,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[9,24,55,54,56],"class_list":["post-386480","post","type-post","status-publish","format-standard","has-post-thumbnail","category-new-york-city","tag-new-york","tag-new-york-city","tag-new-york-city-headlines","tag-new-york-city-news","tag-ny"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/posts\/386480","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/comments?post=386480"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/posts\/386480\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/media\/386481"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/media?parent=386480"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/categories?post=386480"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/tags?post=386480"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}