NU Hotel Brooklyn

What NU Hotel Brooklyn does

NU Hotel Brooklyn is a privately held boutique hotel operating 93 rooms at 85 Smith Street in downtown Brooklyn, New York, established in 2008 as a property within the Independent Collection Hotels & Resorts portfolio (corporate entity registered in Philadelphia, PA). The hotel is positioned around an art-focused concept, anchored by its NU Perspective Rooms — guest rooms featuring hand-painted murals from a rotating roster of 12+ local and international artists including Viktoriya Basina, Adam Suerte, Hyun Jung Ahn, Saroj Patel, and Kristen Haskell. Room categories span Standard Queen, Standard King, Standard Double, Accessible Queen, Bunk-Bed Suite, and Urban Suite, supported by on-site dining via NU Bites, a business center, fitness amenities, complimentary bicycles, and ADA-compliant features. The property holds ADA Title III compliance and has been recognized in TIME OUT, NYMag, Architectural Digest, and CEO World Magazine rankings.

The technology stack consists of standard hospitality infrastructure rather than proprietary systems: TravelClick (now part of Amadeus) powers the central reservation system and booking engine, Cendyn manages email marketing and guest communications, LaaSie.AI operates the IC Insider loyalty program across the Independent Collection portfolio, and Upgrade provides Flex Pay installment financing for guests. Distribution is direct-to-consumer-led via the hotel website (nuhotelbrooklyn.com), phone reservations (718.852.8585), and IC Insider direct-booking incentives, supplemented by OTA and global distribution channels.

The business model is primarily transactional hospitality revenue from overnight room rentals, augmented by four identifiable streams: (1) room accommodations across 93 rooms via direct bookings, phone, and OTAs; (2) group/wedding room blocks of up to 20 rooms at discounted rates plus on-site event venue NU Bar and Lounge; (3) food and beverage through NU Bites and lobby lounge; and (4) gift card sales. Pricing is opaque and quote-based with promotional packages including up to 25% advance purchase discounts, Work Play & Stay 20% off with 2-night minimum, and Park & Stay bundled with parking. The customer base is highly diversified across leisure travelers, business travelers, families, wedding parties, sports event attendees (with active positioning for the 2026 Soccer Tournament at MetLife Stadium), and pet owners. No revenue, funding, or unit-economics figures are publicly disclosed.

Name

NU Hotel Brooklyn

Legal name

Independent Collection Hotels & Resorts

Website

https://nuhotelbrooklyn.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

NU Hotel Brooklyn is a privately held 93-room boutique hotel at 85 Smith Street in downtown Brooklyn, part of the Independent Collection Hotels & Resorts portfolio. It serves leisure, business, family, wedding, and sports event travelers with art-themed NU Perspective Rooms and on-site dining.

Ownership category

akta.pro rank

Product category

Boutique Hotels

NAICS

Hotels (except Casino Hotels) and Motels (721110), Traveler Accommodation (7211)

SIC

Hotels & Motels (7011)

akta.pro primary industry

Urban & Downtown Full-Service Hotels (THAGAAAA)

Keywords

• Boutique hotel accommodations
• Hotel room rentals
• Wedding room blocks
• Group hotel bookings
• Pet-friendly lodging

Headquarters

HQ city

Brooklyn

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 Accommodations: Primary revenue from overnight guest room rentals across 93 rooms including Standard Queen, Standard King, Standard Double, Accessible Queen, Bunk-Bed Suite, Urban Suite, and NU Perspective Rooms featuring local artist murals. Revenue is generated through direct bookings, phone reservations, and third-party OTA platforms.
2. Group Room Blocks and Weddings: Revenue from wedding room blocks (up to 20 rooms at discounted rates) and group bookings for corporate events, universities, entertainment groups, and healthcare professionals. The hotel offers dedicated wedding venues including NU Bar and Lounge.
3. Food and Beverage: Revenue from on-site dining through NU Bites restaurant and lobby lounge offering continental breakfast, 24-hour refreshments, and grab-and-go food options.
4. Gift Cards: Gift cards sold for room night purchases at participating Independent Collection hotels, providing upfront cash flow with redemption at future stays.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

NU Hotel Brooklyn is a 93-room art-focused boutique hotel in downtown Brooklyn offering overnight accommodations across room categories including Standard Queen/King/Double, Accessible Queen, Bunk-Bed Suite, Urban Suite, and NU Perspective Rooms with murals by local artists. The hotel sells room nights directly through its website, phone reservations, and OTAs, plus ancillary offerings such as on-site dining (NU Bites), wedding and group room blocks, gift cards, the IC Insider loyalty program, and Flex Pay installment payments.

Product overview

NU Hotel Brooklyn is a boutique hotel offering 93 casual-cool, loft-feel rooms in downtown Brooklyn. The core product portfolio includes Standard Queen, Standard King, Standard Double, Accessible Queen, Bunk-Bed Suite, and Urban Suite room categories. The hotel features unique NU Perspective Rooms with Brooklyn-themed murals by local artists. Additional offerings include NU Bites dining, the IC Insider loyalty program for direct bookings, Flex Pay installment payment option, and 360-degree virtual tours. The hotel also offers group room blocks, wedding packages, and special packages including Park & Stay, Work Play & Stay, and Purchase Ahead & Save promotions.

Differentiator

Problem solved

Functional benefit

Brands

• NU Perspective Rooms: Guest rooms featuring Brooklyn-themed murals hand-painted by local artists, offering a unique artistic experience.

Products and services

• Standard Queen Room Cozy, creative room with airy modern decor, featuring a queen bed and 42-inch flat-screen LCD HDTV for streaming entertainment, designed for individual leisure or business travelers.
• Standard King Room Relaxing retreat with a king bed, spacious airy bathroom, work desk, 42-inch flat-screen LCD HDTV, and 100%-Egyptian-cotton linens, targeted at business travelers and couples.
• Standard Double Room Convenient room with two plush double beds, modern minimalism combined with Scandinavian elements, work desk, and 42-inch flat-screen LCD HDTV, suited for friends or family visiting together.
• Accessible Queen Room Mobility-accessible room with queen bed, roll-in shower (37 x 52 inches) with support rails, TTDY equipment upon request, and ADA-compliant features for guests with disabilities.
• Bunk-Bed Suite Spacious suite featuring a queen bed and twin bunk beds, suited for families of four or groups, with downtown Brooklyn views, café table, blackboard, and 42-inch flat-screen LCD HDTV.
• Urban Suite Ultimate NYC loft suite with plush king bed in cozy alcove, premium linens, beautiful downtown Brooklyn views, sitting area with love seat and coffee table, hammock, and LCD HDTV.
• NU Perspective Rooms Guest rooms featuring Brooklyn-themed murals hand-painted by local artists, offering a unique artistic stay experience as the hotel's signature art-focused product.
• NU Bites Dining On-site dining option offering continental breakfast, 24-hour refreshments, and grab-and-go food options, located in the hotel's lobby lounge for guest convenience.
• Group Room Blocks Group booking services for corporate, healthcare, university, entertainment, and local company stays with discounted rates, coordinated through phone, email, or website RFP.
• Wedding Room Blocks and Venue Wedding accommodation packages offering up to 20 discounted rooms, NU Bar and Lounge event venue, and group booking services for wedding guests and on-site wedding events.
• IC Insider Loyalty Program Travel rewards program offering exclusive Insider rates, special rewards for each booking, and perks for direct bookings through the hotel website across Independent Collection properties.
• 360-Degree Virtual Tours Interactive virtual tour experience showcasing hotel spaces including exterior, lobby, bar and lounge, business center, gym, bicycles, and aerial views for prospective guests.
• Flex Pay Installment Payments Payment option allowing guests to book travel and pay over time with simple fixed installments, offered through partnership with Upgrade for room rates, taxes, fees, and add-ons.
• Hotel Gift Cards Gift cards sold for room night purchases at participating Independent Collection hotels, providing upfront cash flow with redemption at future stays.
• Purchase Ahead & Save Package Advance booking discount offering up to 25% off when booking seven days in advance, with longer stay savings included.
• Work, Play & Stay Package Weekday package offering 20% off best available rate, two welcome drinks, with two-night minimum stay available Sunday through Thursday.
• Park & Stay Package Hotel package including $25 discount on parking, continental breakfast, Wi-Fi, and complimentary hotel bicycle use through partnership with GGMC Parking.

Quantifiable outcome

• Listed among TIME OUT's 12 Best Hotels in Brooklyn (2023)
• +2 more outcomes

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Independent Collection Hotels & ResortscoreStrategic or Co-development PartnerNU Hotel Brooklyn is a member of the Independent Collection, a portfolio of boutique hotels. This affiliation provides cross-property loyalty benefits through the IC Insider program, shared marketing presence, and brand affiliation with other independent boutique hotels in the collection.
• LaaSie.AI (Global Travel Solutions Group, Inc.)coreTechnology or IntegrationLaaSie.AI operates the IC Insider loyalty program for Independent Collection Hotels including NU Hotel Brooklyn. The platform manages member rewards, exclusive Insider rates, and booking integrations for the hotel's direct booking loyalty initiative.
• TravelClick (Amadeus)coreTechnology or IntegrationTravelClick (now part of Amadeus) provides the hotel's reservation system and booking engine, enabling real-time availability, online reservations, and integration with global distribution systems for third-party booking channels.
• GGMC ParkingminorStrategic or Co-development PartnerGGMC Parking operates the parking garage at 75 Smith St adjacent to NU Hotel Brooklyn. The hotel offers discounted Park & Stay packages through this partnership, providing guests with $25 off parking with continental breakfast and Wi-Fi included.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Market position

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/nuhotel
• Facebookfacebook.com/NUHotelBrooklyn
• Instagraminstagram.com/nuhotel
• LinkedInlinkedin.com/company/nu-hotel-brooklyn

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 NU Hotel Brooklyn