LUMA Hotel Times Square

What LUMA Hotel Times Square does

LUMA Hotel Times Square is a single-property boutique hotel operated under the LUMA Collection brand, located at 120 West 41st Street in Midtown Manhattan between Times Square and Bryant Park. The property offers six distinct room categories — LUMA Suites, Skyline, Park Plaza, Metro, Urban, and Accessible Rooms — spanning different floors, views, and price points, with ADA-accessible options. The hotel is positioned as a tech-savvy, modern alternative to large conference-style Midtown properties and emphasizes quiet interior rooms, contemporary design, and proximity to Broadway theaters, subway stations, and major attractions.

The hotel's on-site F&B offering is AperiBar, an Italian-inspired restaurant operated by Michelin and James Beard-decorated chef Charlie Palmer, serving European-style continental breakfast and dinner; reservations are handled through OpenTable. Guest experience is supported by GLOW Concierge and a portfolio of branded packages including Member Rates, Book Direct Credit (up to $100 in AperiBar dinner credit for 2+ night direct bookings), Broadway Concierge, Glam Getaway, Fun Family Adventure, Prolong the Magic (4+ nights at up to 20% off), Balance & Bliss with C.O. Bigelow, and Valet Parking.

The business model is direct-to-consumer hotel accommodation with ancillary F&B and packaged amenities. Revenue is generated primarily through room bookings, supplemented by on-site restaurant revenue, special packages, and valet parking. Distribution is split between the hotel's direct website (with direct-booking incentives), phone reservations, and third-party platforms including Booking.com and TripAdvisor. The company is privately held with no disclosed parent, investors, funding history, or revenue figures; ownership and corporate structure are not publicly documented.

Name

LUMA Hotel Times Square

Legal name

Luma Hotels

Website

https://lumahotelnyc.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

LUMA Hotel Times Square is a single-property Midtown Manhattan boutique hotel offering six room categories and on-site Italian dining at AperiBar by chef Charlie Palmer, serving leisure, theater, and business travelers through direct and OTA channels.

Ownership category

akta.pro rank

Product category

Boutique Hotels

NAICS

Hotels (except Casino Hotels) and Motels (72111), Hotels (except Casino Hotels) and Motels (721110)

SIC

Hotels & Motels (7011), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Urban & Downtown Full-Service Hotels (THAGAAAA)

Keywords

• Boutique hotel
• Hotel accommodations
• Urban hospitality
• Midtown manhattan hotel
• Hotel dining

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, Infrastructure

Revenue model

1. Hotel Room Bookings: Primary revenue from guest room accommodations including various room categories: LUMA Suites, Skyline, Park Plaza, Metro, Urban, and Accessible rooms. Revenue generated through direct bookings, phone reservations, and third-party travel platforms.
2. Food & Beverage - AperiBar: Italian-inspired restaurant operated by Michelin and James Beard-decorated chef Charlie Palmer, generating revenue from dine-in service, continental breakfast offerings, and bar services. Located on-site at the hotel.
3. Special Packages & Promotions: Revenue from themed packages including Broadway Concierge, Glam Getaway, Fun Family Adventure, Member Rates, Book Direct Credit, Balance & Bliss with C.O. Bigelow, AAA Member discounts, Advance Purchase rates, and Valet Parking packages.
4. Valet Parking: Valet parking services offered as an add-on package for hotel guests.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

LUMA Hotel Times Square is a boutique hotel in Midtown Manhattan offering 130 guest rooms across multiple curated categories, on-site dining at AperiBar (an Italian-inspired restaurant by Chef Charlie Palmer), private indoor and outdoor event spaces, and packaged stay experiences. The property serves both leisure visitors and business travelers seeking a centrally located stay in Times Square.

Product overview

LUMA Hotel Times Square is a single-property boutique hotel offering modern luxury accommodations with multiple room categories (LUMA Suites, Skyline, Park Plaza, Metro, Urban, and Accessible Rooms) and dining at AperiBar, an Italian-inspired restaurant by chef Charlie Palmer. The property provides various booking packages including Member Rates, Book Direct Credit, Broadway Concierge, Glam Getaway, Fun Family Adventure, and Prolong the Magic packages. Additional amenities include GLOW Concierge service, valet parking, and wellness packages like Balance & Bliss with C.O. Bigelow.

Differentiator

Problem solved

Functional benefit

Products and services

• Guest Room Accommodation 130-room boutique hotel offering multiple curated room categories including LUMA Suites, Skyline, Park Plaza, Metro, Urban, and Accessible rooms for leisure and business travelers staying in Midtown Manhattan.
• AperiBar Restaurant On-site Italian-inspired restaurant and bar led by Chef Charlie Palmer, serving hotel guests and walk-in diners in the Times Square area.
• Private Events and Meeting Spaces On-site private indoor and outdoor event and meeting venues available to host small corporate meetings, social events, and celebrations.
• Curated Stay Packages Bundled hotel offers that combine rooms with dining, amenities, or themed experiences for leisure and business guests.

Quantifiable outcome

• Guest satisfaction with staff friendliness and attentiveness consistently highlighted in reviews
• +2 more outcomes

Named customers6 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

Integration1 record

Feature1 record

Partnerships

One partnership is on record.

• Chef Charlie PalmercoreStrategic or Co-development PartnerMichelin and James Beard-decorated chef Charlie Palmer operates the on-site AperiBar restaurant at LUMA Hotel Times Square. The restaurant is described as a chic Italian-inspired dining establishment. This is a flagship culinary partnership providing distinctive dining experiences that differentiate the hotel's food and beverage offerings.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Marriott Marquis Times Square: Large full-service convention hotel located directly in Times Square with extensive meeting space and multiple F&B outlets. Comparable to LUMA on Times Square location but materially larger and chain-affiliated, representing the broader incumbent competition set.
• Hilton Times Square: Major-chain full-service hotel in the heart of Times Square with branded loyalty program (Hilton Honors) and broad corporate and leisure demand. Comparable to LUMA on Times Square micro-location, but a chain incumbent with different scale and distribution economics.

Direct peers

• Pod Hotels Times Square: Compact, design-driven boutique hotel in Times Square targeting price-conscious modern travelers. Comparable to LUMA on Times Square micro-location, tech-friendly design, and younger-skewing leisure traveler focus.
• Hotel 50 Bowery: Boutique hotel in Lower Manhattan under the Joie de Vivre/Hyatt umbrella, focused on design-conscious travelers with an on-site signature restaurant. Comparable to LUMA on independent boutique positioning and chef-anchored F&B differentiation.
• The Knickerbocker Hotel: Historic luxury boutique hotel on 42nd Street near Times Square with rooftop F&B and a chef-driven dining program. Comparable to LUMA on Times Square micro-location, boutique positioning, and culinary-anchored differentiation.
• Arlo Nomad: Design-led boutique hotel in Midtown Manhattan targeting modern business and leisure travelers. Comparable to LUMA on boutique positioning, tech-forward amenities, and emphasis on F&B and social spaces as part of the guest experience.
• Yotel New York: Compact, tech-driven urban hotel in Manhattan with a strong design and value proposition. Comparable to LUMA on tech-savvy amenity positioning and urban boutique traveler targeting, though located outside the immediate Times Square core.
• citizenM New York Times Square: Tech-forward boutique hotel brand with a flagship directly in Times Square. Highly comparable to LUMA on modern design, compact tech-enabled rooms, and direct-booking-led distribution targeting millennial/business travelers in Midtown.
• Moxy NYC Times Square: Boutique-style Marriott brand located in Times Square targeting modern leisure and business travelers with stylish, tech-enabled rooms. Directly comparable to LUMA on millennial-focused positioning and Midtown Times Square catchment.
• The Standard High Line: Iconic design-forward boutique hotel in Manhattan known for its F&B program and lifestyle branding. Comparable to LUMA on independent boutique positioning, strong culinary program, and design-driven guest experience, though anchored in a different Manhattan submarket (Meatpacking/West Side).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/LumaHotelTimesSquare
• LinkedInlinkedin.com/company/luma-hotels
• Instagraminstagram.com/lumahoteltimessquare
• TikToktiktok.com/@lumahoteltimessquare

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 LUMA Hotel Times Square