Aspen Hospitality, a division of Aspen One, today announced the launch of Nell Hotels, a new luxury hotel brand rooted in the spirit, legacy and enduring guest affinity of The Little Nell hotel.
The announcement includes two milestones: the debut of The Nell New York, set to open in fall 2027 as the first and only hotel within Rockefeller Center and New York City’s only Relais & Châteaux property, and the reimagination of The Little Nell in Aspen, which will temporarily close in April 2027 for renovation and reopen for the 2027-2028 ski season.
Nell Hotels launches as a collection of three properties: The Little Nell, the Residences at The Little Nell and The Nell New York.
“Nell Hotels builds on what The Little Nell has always been about – something personal, something you come back to that feels familiar every time,” said Jeff Toscano, CEO of Aspen Hospitality. “As we grow, that doesn’t change. Our intention is not to be everywhere but to be exactly where our guests are. This allows us to carry forward the same level of recognition and care that is inherent to The Little Nell, creating hotels that feel familiar from the very first stay and become part of our guests’ lives over time. This is not about scale for the sake of growth. It’s about bringing our approach to hospitality to destinations where it can truly resonate.”
The Nell New York represents a more than $350 million investment at 10 Rockefeller Plaza. The 134-room hotel will occupy space above Rockefeller Center.
“We are honored to welcome The Nell New York to Rockefeller Center and to partner with a brand that shares our commitment to creating meaningful experiences through art, dining, culture and community,” said EB Kelly, Head of Rockefeller Center and senior MD of Tishman Speyer. “Built nearly a century ago as a city within a city, Rockefeller Center has long offered a singular destination experience. With the arrival of The Nell New York, that experience is now complete: guests can dine, shop, explore and stay, all within Rockefeller Center. Together with Nell Hotels, we are excited to build on this legacy and create inspiring new experiences for the next generation of guests.”