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Last month, I wrote about how the W South Beach was leaving Marriott Bonvoy® and that it would be reflagged. Now, it’s confirmed that Hilton is bringing the Waldorf Astoria brand to Miami Beach for the first time and announcing plans to transform the former W South Beach into Waldorf Astoria Miami Beach following an extensive luxury renovation.
Hilton and Reuben Brothers, the property’s owner, have signed a management agreement that will see the iconic oceanfront resort on Collins Avenue relaunched under the Waldorf Astoria flag in Winter 2027.
The announcement follows news that the W South Beach will permanently close on August 20, 2026, ending its nearly two-decade run as one of Marriott’s flagship W Hotels. The hotel will leave the Marriott portfolio and nearly 340 employees are expected to be affected by the closure.
Located at 2201 Collins Avenue, the 20-story beachfront resort occupies one of Miami Beach’s most desirable addresses and offers direct beach access and panoramic views of the Atlantic Ocean and the Miami skyline. I’ve stayed at the hotel several times and like the location and overall vibe.
The transformation will include 348 newly refreshed suites, all featuring ocean views and private balconies, along with a redesigned lobby anchored by Waldorf Astoria’s signature Peacock Alley. Guests can also expect a new culinary program led by renowned chefs, a redesigned spa and wellness center, upgraded fitness facilities, enhancements to the resort’s expansive 48,000-square-foot pool deck, and refreshed event spaces for weddings and special occasions.
Interior design firm Avenue Interior Design has been selected to oversee the property’s new look, blending Waldorf Astoria’s timeless elegance with Miami Beach’s vibrant culture and coastal atmosphere. The rebranding marks another major investment by Reuben Brothers in the luxury hospitality sector. The firm acquired the property in 2024 and has been expanding its portfolio of ultra-luxury hotels, including the upcoming Waldorf Astoria London Admiralty Arch.
Danny Hughes, President of the Americas at Hilton, said:
This signing reflects the continued momentum of Hilton’s luxury portfolio growth in highly sought-after destinations across the Americas. With a growing Florida presence that now spans from Orlando to South Florida, our luxury brands continue to resonate with travelers seeking bespoke experiences. 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.”
Anthony’s Take: For Hilton, the project fills a notable gap in its luxury portfolio by bringing the Waldorf Astoria brand to one of the world’s premier beachfront destinations and further strengthens its presence in South Florida’s high-end hospitality market.
(Featured Image Credit: Hilton.)
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Advertiser & Editorial Disclosure: The Bulkhead Seat earns an affiliate commission for anyone approved through the links above This compensation may impact how and where links appear on this site. We work to provide the best publicly available offers to our readers. We frequently update them, but this site does not include all available offers. Opinions, reviews, analyses & recommendations are the author’s alone, and have not been reviewed, endorsed, or approved by any of these entities.
