The Waldorf Astoria is set to take over branding and operations of the W South Beach, marking a significant shift in Miami Beach’s luxury hospitality landscape. The oceanfront hotel at 2201 Collins Avenue will close temporarily on August 20 for a comprehensive renovation and is expected to reopen in the winter of 2027 under the prestigious Hilton-owned banner.
The renovation plans include 348 redesigned oceanfront guest suites, a new lobby and Peacock Alley — the signature Waldorf Astoria gathering space — upgraded dining venues, an enhanced spa and fitness center, and upgrades to the 48,000-square-foot pool deck with private cabanas. The property’s event spaces will also receive a refresh, according to a news release from the ownership group.
The W South Beach filed a notice in June announcing that the hotel would no longer carry the Marriott brand once renovations commence. The transition will result in the termination of over 300 employees, though the ownership group has stated that the renovation will create additional employment opportunities for existing team members to return and for new workers to join.
The Reuben Brothers, the British billionaire investors who own the beachfront high-rise, paid more than $400 million in 2024 for the oceanfront condo-hotel. They acquired the hotel component and a significant portion of the condo-hotel units from Aby Rosen’s RFR Realty and David Edelstein’s Tricap. The 20-story property, originally built in 2009, comprises 407 units.
The rebranding has generated additional buzz on social media. Alan Phillips, who manages the popular “whatsgoodmia” Instagram account, posted a video on June 25 that first revealed the Waldorf Astoria rebrand. The post also surfaced rumors of a Major Food Group concept replacing the Mr. Chow restaurant, which closed in June after more than 15 years in business at the property. A spokesperson for Major Food Group did not respond to a request for comment, and the Reuben Brothers declined to comment on the restaurant plans.
The Reuben Brothers filed upgrade plans in March with the Miami Beach Historic Preservation Board that call for a members-only social club, a French bakery, the opening of the existing nightclub’s wall, and a new beachfront restaurant. In April, the board partially approved the upgrades, excluding the restaurant, a members-only valet canopy along 23rd Street, and the proposed nightclub renovation. The company subsequently withdrew the application and intends to file a revised version.
The renovation builds on the Reuben Brothers’ growing South Florida hospitality portfolio. In 2020, the firm acquired a 25 percent stake in the 685-room JW Marriott Miami Turnberry Resort & Spa in Aventura, which is majority owned by billionaire Jeffrey Soffer’s Fontainebleau Development. Soffer completed a $300 million renovation of that resort the same year. In 2022, the Reuben Brothers paid $42 million for Palm Beach’s 53-room Chesterfield Hotel, which is set to reopen this year as The Vineta Hotel by Oetker Collection, a German luxury hotel brand.
The Waldorf Astoria transition is part of a broader wave of luxury hotel reinvestment along Collins Avenue. The Delano Miami Beach recently reopened after a six-year upgrade costing more than $100 million. The Shelborne South Beach, now rebranded as Shelborne by Proper, reopened in May 2025 following a $100 million revamp. The SLS Miami Beach, Royal Palm South Beach, The Raleigh, and the Shore Club are among the Collins Avenue hotels currently undergoing multimillion-dollar renovations.
The transformation of the W South Beach into a Waldorf Astoria signals continued confidence in the Miami Beach luxury hospitality market, even as the broader lodging industry navigates shifting traveler preferences and economic headwinds. With its prime oceanfront location and the backing of deep-pocketed ownership, the rebranded property is positioned to compete at the highest tier of the South Florida hotel market when it reopens in 2027.
The timing of the renovation and rebranding is notable within the broader context of Miami Beach’s evolving hospitality sector. The city has been pushing to elevate the quality of its hotel stock, encouraging property owners to invest in upgrades rather than maintain aging facilities. The Waldorf Astoria brand, known for its landmark properties in New York, Rome, and other global destinations, brings a level of prestige that could help Miami Beach compete with other luxury resort markets for high-spending international travelers.
The closure of the W South Beach and its eventual reopening as a Waldorf Astoria also reflects the ongoing consolidation of Miami Beach’s hotel inventory under larger ownership groups. The Reuben Brothers, who made their fortune in mining and real estate, have been among the most active international investors in South Florida hospitality. Their portfolio approach — combining branded hotel operations, condo-hotel units, and associated residential development — represents a model that has become increasingly common in the Miami market as institutional and high-net-worth capital flows into the region.
For Miami Beach’s hospitality workforce, the transition period presents challenges. The termination of more than 300 employees when the W brand departs will affect housekeeping, food and beverage, front desk, and management staff. The ownership group has emphasized that the renovation will create new employment opportunities, but the gap between the closure in August and the reopening in winter 2027 represents more than a year of displacement for affected workers. Miami Beach’s hospitality sector, which has faced labor shortages in recent years, may see some of those workers absorbed by other properties during the interim period.
The new dining concepts planned for the property will also be closely watched. The closure of Mr. Chow, which had been a fixture at the W South Beach for nearly two decades, left a gap in the property’s food and beverage offerings. The rumored Major Food Group concept, if it materializes, would bring one of the country’s most prominent restaurant groups to the Collins Avenue corridor, adding to the growing collection of celebrity-chef-driven dining destinations in Miami Beach.
Sources: The Real Deal South Florida, The Real Deal – Reuben Brothers Acquisition, Miami New Times – Mr. Chow Closure
