W South Beach is getting a different W in front of its name.
Earlier this year, Britain’s Reuben Brothers, purportedly the second-richest family in the UK with a swath of hotel holdings, announced it would be renovating W South Beach, which it acquired for $400 million from from Tricap and RFR in 2024. Last month, word came that the hotel would close entirely in late August and lay off more than 300 workers. Today, Reuben Brothers announced the signing of a management agreement with Hilton to convert the hotel into Waldorf Astoria Miami Beach, the brand’s debut in the market.
The resort, on Collins Ave., will undergo a renovation and repositioning ahead of a planned winter 2027 relaunch.
Reuben Brothers selecting the Waldorf Astoria flag is not all surprising: This fall, it will open Waldorf Astoria London – Admiralty Arch.
“This signing reflects the continued momentum of Hilton’s luxury portfolio growth in highly sought-after destinations across the Americas,” said Danny Hughes, president, Americas, Hilton. “Miami Beach is a globally renowned locale with strong demand for elevated hospitality, and we are proud to partner with Reuben Brothers to introduce Waldorf Astoria in a way that both celebrates the city’s character and sets a new benchmark for modern luxury.”
The 20-story hotel will undergo an extensive renovation led by Avenue Interior Design and include 348 “newly refreshed” suites, which a press release called “among the most spacious in the market,” a new lobby area with Waldorf Astoria’s patented Peacock Alley, a new food and beverage program, new spa and wellness experience, enhancements to the 48,000-square-foot pool deck, including private cabanas, and revitalized event spaces.
As Real Deal reported earlier this year, early plans for the renovation were met with opposition by local residents. The original concept included a 237-seat beach club restaurant, a retrofit of the existing 250-seat nightclub into a 307-seat VIP lounge and an additional valet drop-off for are for select guests. All three items were put on hold after resistance by unit owners at the adjacent Roney Palace Condominium.
“2201 Collins Avenue is one of Miami Beach’s most storied addresses and we are proud to announce our plans for a landmark restoration in partnership with Waldorf Astoria,” said Kim Phoebus, COO of US hotels, Reuben Brothers.
“Miami Beach is one of those rare destinations with a spirit the world immediately recognizes: dynamic, expressive, sunlit and full of life,” said Dino Michael, SVP and category head, Hilton luxury brands. “For Waldorf Astoria, it is an extraordinary canvas. Waldorf Astoria Miami Beach will bring a new chapter of elegance, one that honors the destination’s cultural energy, coastal beauty and iconic sense of style while creating an experience that feels timeless, deeply personal and entirely of its place.”
Hilton has been active and successful in developing the Waldorf brand. Beyond the landmark reopening of Waldorf Astoria New York last July, Hilton, in partnership with former Auberge CEO Mark Harmon, is currently developing Waldorf Astoria Texas Hill Country in the region’s wine country. Last year, Hilton opened Waldorf Astoria outposts in Costa Rica and Osaka and its currently at work developing Waldorf Astoria Deer Valley Resort and Residences, a ski-in ski-out property in Deer Valley East Village, Park City, Utah, expected to open in 2028 in partnership with New York-based Extell Development.
Reuben Brothers, scions of the famous Sassoon family, which built the renowned The Peace Hotel in Shanghai, is an active hotel investor. In 2022, it acquired the Chesterfield in Palm Beach, which reopened as The Vineta in March, under the Oetker Collection. Reuben Brothers also has a minority stake in the JW Marriott Miami Turnberry Resort & Spa. Beyond Florida, Reuben Brothers reopened the iconic The Surrey in Manhattan’s Upper East Side under management by Corinthia Hotels.