The Iroquois New York

What The Iroquois New York does

The Iroquois New York is a privately held, historic boutique luxury hotel operating at 49 W 44th Street in Midtown Manhattan, on the stretch historically known as Club Row between Fifth and Sixth Avenues. Founded in 1902 by architect Harry Mulliken and now part of the Triumph Hotels portfolio of six Manhattan properties, the hotel runs 118 rooms and suites ranging from 200-square-foot Superior Queens to a 1,225-square-foot Executive 3-Bedroom Suite, with a 51-100 employee headcount, ADA-accessible rooms, and recognized cultural history including former residency by James Dean and the writing of The Clash's "Rock The Casbah" on site. The property is a member of Small Luxury Hotels of the World and offers 24-hour fitness, a Finnish sauna, and a StayCast (ChromeCast-based) in-room entertainment system via its Synxis property management and booking platform.

The hotel's commercial offering extends well beyond rooms and is structured around three on-site F&B venues — da Toscano (Italian restaurant relaunched in February 2026 with all-day breakfast, lunch, and dinner under a sunlit skylight), Lantern's Keep (a Prohibition-style speakeasy bar open daily 4-11 PM), and a versatile Lobby Bar — plus meeting and event spaces including a 250-square-foot Meeting Room, the 800-square-foot Iroquois Suite, and reception-capable Lantern's Keep and Lobby Bar. Revenue is generated from nightly room rates, a mandatory $36-$38 facility fee bundling Wi-Fi, breakfast vouchers, walking tours, and wine hours, F&B covers, event rentals, parking services validated at $44 per 24 hours, and a stack of packaged promotions including Triumph Exclusives, Stay Longer and Save More (up to 20% off three-plus nights), Date Night ($100 dining credit), Family Retreat, and the pet-friendly Paw Package.

Distribution runs through a hybrid GTM: direct-to-consumer via the hotel's Synxis-powered website (with best-rate guarantee, CartStack abandonment recovery, and a toll-free reservation line) plus enterprise/group sales for corporate room blocks of five or more and meeting RFPs, layered with OTA distribution and SLH network referrals for global demand capture. Marketing emphasizes earned media (Time Out, Modern Luxury, New York Post, Wallpaper*, Social Life Magazine) alongside Instagram, Facebook, and TripAdvisor presence, and 2026 includes a FIFA World Cup 2026 positioning initiative aimed at event-driven international demand.

Name

The Iroquois New York

Legal name

The Iroquois New York

Website

https://iroquoisny.com

Company type

Private

Founded year

1902

Operating status

Operating

Headcount range

51–100 employees

Short description

The Iroquois New York is a privately held, historic boutique luxury hotel in Midtown Manhattan operating 118 rooms and suites, three on-site F&B venues (da Toscano, Lantern's Keep, Lobby Bar), meeting and event spaces, and event-driven packaging, serving leisure, business, family, and couple travelers via direct booking, OTAs, and the Small Luxury Hotels of the World network.

Ownership category

akta.pro rank

Product category

Boutique Hotels

NAICS

Hotels (except Casino Hotels) and Motels (72111), Full-Service Restaurants (722511), Drinking Places (Alcoholic Beverages) (722410)

SIC

Hotels & Motels (7011), Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Historic/Heritage Conference Hotels (THAGALAL)

akta.pro secondary industries

Hotel & Resort Restaurants (THAFACAH), Cocktail Lounges & Speakeasies (MPAGAIAD)

Keywords

• Boutique hotel accommodations
• Luxury hospitality services
• Midtown Manhattan lodging
• Hotel dining venues
• Event meeting spaces

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Room Revenue: Core revenue from 118 rooms and suites across various categories from Superior Queen (200 sq ft) to Executive 3 Bedroom Suite (1225 sq ft). Nightly rates vary by room type and season. Direct booking offers lowest rate guarantee.
2. Food and Beverage: Revenue from da Toscano Italian restaurant (breakfast, lunch, dinner service), Lantern's Keep speakeasy bar (daily 4PM-11PM), and Lobby Bar. In-room dining available through Lantern's Keep.
3. Facility Fees: Nightly facility fee ($36-$38 plus tax) providing high-speed Wi-Fi, fitness center access, up to two breakfast vouchers, walking tours, and wine hours
4. Meeting and Event Spaces: Rental revenue from The Meeting Room (250 sq ft, up to 16 guests), Iroquois Suite (800 sq ft, up to 6 guests), Lantern's Keep (reception 10-50 guests), and Lobby Bar (26-75 guests) for corporate events and private functions
5. Packages and Promotions: Specialty packages including Triumph Exclusives, Picnic in the Park, Stay Longer and Save More (up to 20% off 3+ nights), Date Night ($100 dining credit), Family Retreat, AAA/AARP discount (up to 15% off), and Paw Package for pets
6. Parking Services: Preferred parking at 50 W 44th St with validated rates ($44 standard vehicle, +$20 oversized vehicles, 24 hours, 20% hotel discount)

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

The Iroquois New York is a historic boutique luxury hotel operating 118 rooms and suites on Club Row in Midtown Manhattan. The property offers on-site dining through da Toscano (Italian restaurant) and Lantern's Keep (Prohibition-style speakeasy), complemented by a Lobby Bar, a 24-hour fitness center with Finnish sauna, and dedicated meeting and event spaces for corporate and private functions.

Product overview

The Iroquois New York is a boutique luxury hotel offering a unified hospitality experience centered on its 118 rooms and suites with classic elegance and modern comfort. The property features two dining venues: da Toscano restaurant (Italian cuisine with breakfast, lunch, and dinner service) and Lantern's Keep speakeasy bar (Prohibition-era cocktails). Additional offerings include meeting and event spaces, a 24-hour fitness center with Peloton and Finnish sauna, complimentary walking tours, and wine hours. The hotel operates several promotional packages including Triumph Exclusives (direct booking benefits), Stay Longer and Save More, Date Night, Family Retreat, and Paw Package for pet-friendly stays. The hotel is a member of Small Luxury Hotels of the World.

Differentiator

Problem solved

Functional benefit

Brands

• da Toscano: A warm, neighborhood restaurant known for its elevated takes on Italian classics with a menu rooted in seasonal ingredients and handmade pastas. Full-service a la carte breakfast served daily under a sunlit skylight.
• Lantern's Keep
• The Lobby Bar

Products and services

• Guest Rooms
• Suites
• da Toscano Restaurant
• Lantern's Keep Speakeasy
• Lobby Bar
• Meeting Rooms and Event Spaces
• Fitness Center and Finnish Sauna

Quantifiable outcome

• Member of Small Luxury Hotels of the World - global network of independently spirited hotels
• +1 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature2 records

Partnerships

Four partnerships are on record, tiered core, flagship and minor.

• Streetwise (Streetwise New York)coreStrategic or Co-development PartnerTriumph Hotels partners with Streetwise to offer exclusive, complimentary tours of NYC's most exciting neighborhoods including NoMad, Flatiron District, Midtown, and Upper West Side. Tours depart from The Iroquois as well as sister hotels. Available to all Triumph Hotels guests.
• Small Luxury Hotels of the World (SLH)flagshipGTM or Marketing PartnerThe Iroquois New York is a proud member of Small Luxury Hotels of the World, the most desirable community of independently spirited hotels across the globe. SLH properties offer the highest standards of guest wellbeing in the most coveted destinations.
• Triumph Hotels CollectionflagshipStrategic or Co-development PartnerThe hotel is part of Triumph Hotels, a collection of six iconic properties in Manhattan's most desirable locations including The Frederick Hotel (Tribeca), Hotel Evelyn (NoMad), Hotel Edison (Times Square), Hotel Belleclaire (Upper West Side), and Washington Jefferson Hotel. Provides shared amenities like Wine Hours and walking tours.
• LAZ ParkingminorOthersPreferred parking partner located at 50 W 44th St, steps from hotel entrance. Provides validated parking at 20% discount: $44 standard vehicle, +$20 oversized vehicles for 24 hours with no in/out privileges.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hotel Belleclaire: Triumph Hotels collection property on the Upper West Side. Similar heritage character and operating footprint under shared ownership — directly comparable on cost structure and distribution.
• The Kimberly Hotel: Midtown East boutique hotel with comparable room inventory, suite configurations, and corporate-group targeting — directly competes on group bookings and Midtown corporate demand.
• The Algonquin Hotel: Historic Midtown boutique hotel with comparable heritage positioning (1920s literary legacy), similar room count, and a destination on-site bar — competes for the same culture-seeking leisure guest.
• Hotel Edison: Sister property within the Triumph Hotels collection, located in Times Square. Shares brand standards, Wine Hours, walking tours, and back-office systems with The Iroquois, making it the most direct operational comparable.
• The Frederick Hotel: Triumph Hotels collection property in Tribeca. Operates under the same parent brand with shared amenities, distribution, and loyalty mechanisms — a direct comparable on scale and operating model.
• Hotel Evelyn: Triumph Hotels collection property in NoMad. Same parent, same brand positioning, and shared guest benefits — directly comparable boutique Manhattan product.
• Washington Jefferson Hotel: Triumph Hotels collection property in Midtown West. Same parent brand with shared amenities; closest comparable on geography and customer mix within the portfolio.
• The Chatwal New York: Independent luxury boutique hotel in Midtown Manhattan with similar room count, historic provenance, and a flagship on-site restaurant — directly competes for the same leisure and corporate luxury guest.

Broad incumbents

• Lotte New York Palace: Larger luxury hotel on Madison Avenue with broader amenity portfolio (spa, multiple restaurants, ballrooms). Overlaps in Midtown luxury demand but operates at significantly larger scale and broader positioning.
• The Pierre, A Taj Hotel: Iconic flagship luxury hotel on Fifth Avenue with heritage positioning and substantial F&B. Competes for the same high-end leisure and corporate luxury guest but at materially larger scale and global brand reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/pages/Iroquois-Hotel/134248946585858
• Instagraminstagram.com/iroquoisny
• Xx.com/Iroquoisnewyork
• LinkedInlinkedin.com/company/the-iroquois-new-york-hotel

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Iroquois New York