11Howard Hotel
11 Howard is a 207-room boutique hotel in SoHo, New York, owned by RFR Holding, serving design-conscious leisure travelers, corporate clients, and food and nightlife guests through Danish minimalist accommodations, four dining and bar outlets, and dedicated event spaces.
- Company typePrivate
- Founded2016
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What 11Howard Hotel does
11 Howard is a 207-room boutique hotel operating from a single asset at 11 Howard Street in SoHo, New York, at the intersection of the Bowery, Chinatown, and Little Italy. The property was developed by RFR Holding, opened on April 1, 2016, and features interiors designed by Roman and Williams under a Danish minimalist aesthetic. The hotel serves design-conscious leisure travelers, business and corporate clients, and food and nightlife enthusiasts through a portfolio of nine room types, two suite categories, multiple dining and bar outlets (Le Coucou, LA RUBIA, The Library, in-room dining, and the blond bar/lounge), and dedicated event spaces (Terrace Suite and The Creative Studio).
Underlying technology is provided entirely by third-party vendors rather than proprietary systems: Synxis powers direct website booking, StayNTouch provides mobile and cloud-based property management, SevenRooms handles restaurant reservations, and KEYPR delivers in-room tablet service ordering. The property is distributed through its own direct channels (website, phone reservations, sales outreach for corporate/group bookings) and indirectly through the Design Hotels / Marriott Bonvoy network, which connects it to Marriott's global loyalty program. Revenue is generated from room revenue (207 keys), food and beverage across four venues, meetings and events in two dedicated venues, mandatory destination fees, and ancillary services (valet parking, early check-in/late check-out, pet fees).
The asset carries notable cultural and brand capital — a public art mural collaboration with Jeff Koons (via Groundswell), a Hiroshi Sugimoto photography collection, a James Beard Best New Restaurant 2017 award for Le Coucou, and Condé Nast Traveler Hot List 2017 recognition — but operates within a single real-estate footprint with no documented pipeline of new properties, no venture funding, and no internal AI capability. The operating model is owner-operator under RFR Holding, with key third-party partnerships (Stephen Starr/Daniel Rose at Le Coucou, Union Square Events at the blond) embedded into the operating stack.
11Howard Hotel firmographics
Firmographics- Name
- 11Howard Hotel
- Legal name
- 11 Howard
- Website
- https://11howard.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- 11 Howard is a 207-room boutique hotel in SoHo, New York, owned by RFR Holding, serving design-conscious leisure travelers, corporate clients, and food and nightlife guests through Danish minimalist accommodations, four dining and bar outlets, and dedicated event spaces.
- Ownership category
- akta.pro rank
11Howard Hotel industry classification
Industry- Product category
- Boutique Hotel Hospitality
- NAICS
- Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211)
- SIC
- Hotels, Rooming Houses, Camps & Other Lodging Places (7000)
- akta.pro primary industry
- City/Urban Convention Hotels (THAGALAA)
- akta.pro secondary industry
- Hotel & Resort Convention Venues (Convention Hotels) (THAHAAAC)
Keywords
Where 11Howard Hotel is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
11Howard Hotel business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Others
Revenue model
- Room Revenue: Primary revenue from 207 guest rooms and suites with various categories including The Howard Queen, King, Double, Deluxe, Terrace King, Corner Studio, Accessible rooms, Howard Suites, and Terrace Suite. Room pricing varies by category and season.
- Food & Beverage: Dining venues including Le Coucou (French restaurant by Daniel Rose and Stephen Starr), LA RUBIA (all-day dining), The Library (breakfast and all-day menu), In-Room Dining, and the blond bar/lounge.
- Meetings & Events: Event spaces including the blond venue, Terrace Suite (3,000+ sq ft), and The Creative Studio (606 sq ft, up to 14 guests) available for private events, corporate functions, and receptions.
- Mandatory Fees: Destination Fee of $35 plus tax per room per night providing unlimited calls, AM coffee service, premium WiFi, and gym access. Valet parking at $105 per 24 hours.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Valet Parking |
| Unit Pricing | Pay-as-you-go | Guaranteed Early Check-in |
| Unit Pricing | Pay-as-you-go | Guaranteed Late Check-out |
| One time/ perpetual license | Pay-as-you-go | Pet Fee |
| Other | Pay-as-you-go | Smoking Violation |
| Subscription | Daily | Destination Fee |
| Other | Pay-as-you-go | Credit Card Authorization |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
11Howard Hotel product offering
Product offeringCore offering
11 Howard is a 207-room boutique hotel in SoHo, New York City, offering thoughtfully designed guest rooms and suites with Danish minimalist aesthetics. The property operates multiple dining venues (Le Coucou, LA RUBIA, The Library, In-Room Dining, and the blond bar/lounge) and event spaces (The Creative Studio and Terrace Suite) for private meetings and receptions. The hotel provides lodging, food and beverage, and event hosting services to leisure travelers, business travelers, and corporate clients.
Product overview
11 Howard is a 207-room boutique hotel in SoHo, New York, combining Danish minimalist design with New York realism. The hotel offers a portfolio of nine guest room types and two suite categories, complemented by multiple dining venues including Le Coucou (fine French restaurant by Daniel Rose and Stephen Starr), LA RUBIA (all-day Mediterranean dining), The Library (co-working and breakfast venue), in-room dining service, and the blond bar/lounge. Meeting and event spaces include The Creative Studio and Terrace Suite, with catering by Union Square Events. The property is affiliated with Design Hotels and Marriott Bonvoy loyalty program.
Differentiator
Problem solved
Functional benefit
Products and services
- Guest Rooms 207 guest rooms featuring wide-plank light oak floors, handcrafted furniture, naturally dyed fabrics, custom artwork, 11-foot ceilings, and oversized windows with city views and natural light. Available in nine room types including Queen, King, Double, Deluxe, Terrace King, Corner Studio, and accessible variants.
- Suites Luxury suites including The Howard Suites (640 sq ft, corner location, separate bedroom, living room, working area, two bathrooms) and the Terrace Suite (3,000+ sq ft, private rooftop terrace, separate bedroom, dining for 8, kitchenette). Designed for premium leisure stays and corporate overnight events.
- Le Coucou Restaurant Fine French dining restaurant created by restaurateur Stephen Starr in collaboration with chef Daniel Rose. Features classic French cuisine, exceptional wine list, and hospitality. Located at 138 Lafayette St, open for lunch and dinner. Open to hotel guests and the public.
- LA RUBIA Restaurant
Quantifiable outcome
- James Beard Award for Best New Restaurant 2017 for Le Coucou
- +2 more outcomes
Companies that use 11Howard Hotel
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
11Howard Hotel technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
11Howard Hotel partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Marriott Bonvoy / Design HotelscoreIn August 2018, Design Hotels entered into a loyalty partnership with Marriott Bonvoy. The partnership offers Marriott Bonvoy members opportunities to earn and redeem points at Design Hotels properties including 11 Howard, providing broader distribution and loyalty program access.
- Union Square EventscoreUnion Square Events, the catering business of Danny Meyer's Union Square Hospitality Group, partnered with 11 Howard to bring enlightened hospitality and culinary excellence to private events at the blond venue. This partnership enhances the hotel's events capabilities with award-winning culinary expertise.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
11Howard Hotel competitors and assessment
Company assessmentDirect peers
- Crosby Street Hotel: Crosby Street Hotel is a Design Hotels-affiliated, design-forward boutique luxury property in SoHo, NYC, directly comparable to 11 Howard in location, design positioning, and target clientele.
- The Greenwich Hotel: The Greenwich Hotel is a Tribeca boutique luxury hotel owned by Robert De Niro, comparable to 11 Howard on curated design, single-asset downtown Manhattan positioning, and high-end leisure and corporate clientele.
- Ace Hotel New York: Ace Hotel New York is a design-forward boutique hotel in NoMad with strong F&B and co-working culture, making it a directly comparable lifestyle-boutique peer to 11 Howard's Library and event programming.
- The NoMad Hotel: The NoMad is a Manhattan boutique hotel with award-winning F&B (NoMad Restaurant) and a co-working/creative culture, making it a direct comparable on lifestyle positioning and F&B-driven guest experience.
- PUBLIC Hotel: PUBLIC Hotel is a downtown Manhattan (Lower East Side) design-led boutique hotel from Ian Schrager, comparable to 11 Howard on contemporary design, F&B/bar programming, and creative-professional clientele.
- The Standard High Line: The Standard High Line is a design-led boutique hotel in Manhattan with a strong bar/lounge and cultural identity, overlapping with 11 Howard's design-conscious positioning and the blond bar/lounge programming.
- The Bowery Hotel: The Bowery Hotel is a luxury boutique hotel in the NoMad/Bowery neighborhood adjacent to SoHo, sharing a design-luxury positioning and overlapping leisure and corporate traveler base with 11 Howard.
Regional players
- The Mark Hotel: The Mark is a luxury hotel on Manhattan's Upper East Side with a destination F&B program (Jean-Georges), comparable to 11 Howard on luxury positioning and F&B-as-differentiator; operates in a different submarket of NYC.
Broad incumbents
- Design Hotels: Design Hotels is a curated portfolio of design-forward independent hotels and 11 Howard's affiliate network partner with Marriott Bonvoy distribution, making it a structural peer on positioning and the channel through which 11 Howard is distributed.
- 1 Hotels: 1 Hotels is a multi-property luxury lifestyle hotel brand with properties in NYC and other major cities, comparable to 11 Howard on sustainability-minded, design-conscious luxury positioning; broader portfolio provides distribution scale 11 Howard lacks.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
11Howard Hotel social profiles
Digital presence11Howard Hotel financial estimates
Financial estimateRevenue estimate
Valuation estimate
11Howard Hotel leadership team
Management profileNumber of profiles
11Howard Hotel subsidiaries and ownership
Company hierarchySubsidiaries4 records
11Howard Hotel funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
11Howard Hotel M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about 11Howard Hotel
What does 11Howard Hotel do?
11 Howard is a 207-room boutique hotel in SoHo, New York City, offering thoughtfully designed guest rooms and suites with Danish minimalist aesthetics. The property operates multiple dining venues (Le Coucou, LA RUBIA, The Library, In-Room Dining, and the blond bar/lounge) and event spaces (The Creative Studio and Terrace Suite) for private meetings and receptions. The hotel provides lodging, food and beverage, and event hosting services to leisure travelers, business travelers, and corporate clients.
Is 11Howard Hotel a public or private company?
11Howard Hotel is a private company. It is classified as corporate owned and is currently operating.
When was 11Howard Hotel founded?
11Howard Hotel was founded in 2016. It employs 11 to 50 people.
Where is 11Howard Hotel based?
11Howard Hotel is headquartered in New York, United States, in the North America region.
How does 11Howard Hotel make money?
Four revenue lines are on record. Room Revenue is the primary driver. The others are food & Beverage, meetings & Events and mandatory Fees.
Who are 11Howard Hotel's main competitors?
Direct peers on record are Crosby Street Hotel, The Greenwich Hotel, Ace Hotel New York, The NoMad Hotel, PUBLIC Hotel, The Standard High Line and The Bowery Hotel. The Mark Hotel is listed as a regional player. Broad incumbents are Design Hotels and 1 Hotels.
Does 11Howard Hotel have an API?
No public API is recorded for 11Howard Hotel.
What industry is 11Howard Hotel in?
11Howard Hotel's product category is Boutique Hotel Hospitality. Its primary akta.pro industry code is THAGALAA, City/Urban Convention Hotels, with a secondary code of THAHAAAC, Hotel & Resort Convention Venues (Convention Hotels). Its NAICS code is 72111 and its SIC code is 7000.