Aspen Hospitality’s Nell Hotels Brand to Debut in New York

Aspen Hospitality is taking the personalized luxury it’s cultivated at The Little Nell in Aspen and scaling it to a new hotel brand: Nell Hotels. 

The company just launched the brand and announced that its first hotel will be in New York City. Not only that, but The Nell New York will be the first and only hotel within the city’s iconic Rockefeller Center – and New York City’s only Relais & Châteaux 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,” 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 marks a $350 million investment that will transform a former office space into an exclusive, luxury hotel. Arrival will be located on the seventh floor at 10 Rockefeller Plaza, and the hotel will bring 134 guest rooms to this prime spot in Midtown Manhattan. 

The hotel will also feature an all-day dining venue, a lobby bar, a wine lounge, and a signature fine dining restaurant on the 17^th floor. As the only hotel in Rockefeller Center, guests will have exclusive access to the destination’s shopping, landmarks, and attractions. 

“Distinctive access will define the guest experience at The Nell New York,” said Toscano. “Just as The Little Nell is known for unparalleled access to Aspen and its mountains, The Nell New York will unlock access to the studios, galleries, private dining rooms, cultural institutions and in-the-know experiences that shape New York City. It’s inherently insider without requiring membership.”   

This announcement separates Aspen Hospitality’s offerings into three distinct brands: The Little Nell, the Residences at Little Nell, and Nell Hotels. As part of the repositioning, The Little Nell is also undergoing renovations starting April 2027 and will reopen for the 2027-28 winter ski season.