Aspen Hospitality has announced the launch of Nell Hotels, a new luxury hotel brand rooted in the spirit and legacy of The Little Nell hotel.
Built on more than three decades of excellence in Aspen, Nell Hotels signifies the group’s evolution, as it expands its signature approach to warm, personalised luxury into a carefully curated collection of properties in the world’s most illustrious destinations.
The announcement is marked by two significant milestones: the debut of The Nell New York, set to open in Autumn 2027 as the first and only hotel within Rockefeller Centre and New York City’s only Relais & Chateaux property, and the forthcoming reimagination of The Little Nell in Aspen, which will temporarily close in April 2027 for a comprehensive renovation, reopening in time for the 2027-2028 ski season.
Representing a more than $350m investment, The Nell New York will bring the soul of The Little Nell to the heart of Midtown Manhattan. Located at 10 Rockefeller Plaza, The Nell New York will transform former office space into an intimate, 134-key retreat that lifts guests above the city with a seventh-floor arrival.
“We are honoured to welcome The Nell New York to Rockefeller Centre and to partner with a brand that shares our commitment to creating meaningful experiences through art, dining, culture, and community,” says EB Kelly, Head of Rockefeller Centre and Senior Managing Director, Tishman Speyer. “Built nearly a century ago as a city within a city, Rockefeller Centre has long offered a singular destination experience. With the arrival of The Nell New York, that experience is now complete: guests can dine, shop, explore, and stay, all within Rockefeller Centre. Together with Nell Hotels, we are excited to build on this legacy and create inspiring new experiences for the next generation of guests.”
The hotel’s amenities will include a spa, as well as an all-day dining venue, a lobby bar, a wine lounge and experience – which brings The Little Nell’s wine program to New York – and a signature fine dining restaurant which will open above the hotel on the 17th floor, featuring expansive views of Rockefeller Centre and beyond.
Inspired by the Art Deco grandeur and architectural ambition of Rockefeller Centre itself, the hotel’s design will emphasise craftsmanship, beauty and cultural expression, with every detail intended to feel deeply connected to its setting. Additionally, continuing a tradition established at The Little Nell, The Nell New York will feature a significant art collection showcasing both emerging and internationally recognised artists from New York and around the world.
“Distinctive access will define the guest experience at The Nell New York,” comments Jeff Toscano, CEO of Aspen Hospitality. “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.”
Meanwhile, The Little Nell in Aspen will undergo a comprehensive renovation as it enters a new chapter with Nell Hotels. The property will enhance the guest experience across guestrooms, public spaces and dining outlets.
“Nell Hotels builds on what The Little Nell has always been about – something personal, something you come back to that feels familiar every time,” adds Toscano. “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.”
