Aspen Hospitality Launches Nell Hotels With New York Flagship
The new luxury collection will debut with Rockefeller Center’s first hotel while The Little Nell undergoes a major renovation.
Photo: Courtesy of Nell Hotels
Aspen Hospitality is extending one of luxury hospitality’s most recognizable names beyond Colorado with the launch of a new hotel brand—and its first expansion will bring a highly anticipated luxury address to the heart of Manhattan.
Nell Hotels, announced this week by Aspen Hospitality, builds on the legacy of The Little Nell, the iconic Aspen hotel long synonymous with luxury ski travel. The new collection will initially include The Little Nell, the Residences at The Little Nell, and The Nell New York, a 134-room hotel slated to open in fall 2027 at 10 Rockefeller Plaza. (The project will be the first and only hotel within Rockefeller Center and, according to the company, New York City’s only Relais & Châteaux property.)
The New York hotel represents a more than $350 million investment and will transform former office space into a luxury property overlooking Rockefeller Center. Guests will arrive via a seventh-floor lobby designed to create a quieter, more private experience above Midtown’s busy streets. Plans include an all-day restaurant, a lobby bar, a wine lounge inspired by The Little Nell’s acclaimed wine program, a spa, and a signature fine-dining restaurant on the 17th floor with views across Manhattan. The hotel will also feature an extensive art collection highlighting both emerging and established artists, continuing a tradition established at its Aspen sister property.
“Nell Hotels builds on what The Little Nell has always been about—something personal, something you come back to that feels familiar every time,” Jeff Toscano, CEO of Aspen Hospitality, said in the announcement. “Our intention is not to be everywhere but to be exactly where our guests are.”
The company says The Nell New York will emphasize insider access to the city’s cultural scene, from galleries and studios to private dining experiences, mirroring the role The Little Nell has long played in connecting guests to Aspen. The hotel is expected to join Relais & Châteaux upon opening, adding another layer of distinction to the project.
The brand launch also coincides with plans for The Little Nell’s next chapter. The Aspen property will temporarily close in April 2027 for a comprehensive renovation before reopening for the 2027-28 ski season. During the renovation, the Residences at The Little Nell will remain open, as will the property’s weddings program, including events at the iconic Wedding Deck.
