Collins Avenue is lining up a serious glow-up. Hilton and Reuben Brothers have struck a management deal to convert the oceanfront property at 2201 Collins Avenue in Miami Beach into Waldorf Astoria Miami Beach, with a full relaunch targeted for Winter 2027. The 20-story tower will be reintroduced as a suite-heavy luxury resort with 348 suites, marking Waldorf Astoria’s first flag on Miami Beach and a big swing for the city’s beachfront hotel corridor.
According to Hilton, the overhaul will deliver 348 newly refreshed suites, all with ocean views and private balconies, along with a reimagined arrival experience anchored by Peacock Alley. Plans call for new food and beverage concepts, a curated spa and wellness program, and upgrades to a 48,000-square-foot pool deck with private cabanas. Hilton says it will manage the property, which will participate in the Hilton Honors loyalty program, and notes that revitalized indoor and outdoor event spaces are expected to draw both visitors and local groups.
Reuben Brothers' Local Play
The relaunch follows Reuben Brothers’ 2024 purchase of the complex, long operated as W South Beach, in a deal industry reporting pegged at more than $400 million. The London-based investors have pitched the project as a “landmark restoration” that leans into Miami Beach’s coastal appeal while ratcheting up service and dining. The acquisition and plans were reported by Commercial Observer.
Design And Amenities
Design direction for the conversion is led by Avenue Interior Design and includes a contemporary art program and refreshed public spaces across the resort. Hilton and its partners say every accommodation will be a suite with a private balcony, positioning the hotel among the most suite-heavy beachfront properties in the market. As reported by Hospitality Net, the project is putting particular emphasis on elevated dining and bespoke local programming.
Timeline And Brand Context
According to Hilton, Waldorf Astoria Miami Beach is expected to relaunch in Winter 2027, joining a global brand portfolio of roughly 40 properties. The company also pointed to a separate Waldorf Astoria project slated for downtown Miami, scheduled to open in 2028. In Hilton’s announcement, Reuben Brothers’ U.S. hotels COO Kim Phoebus called 2201 Collins Avenue “one of Miami Beach’s most storied addresses” and described the restoration as a long-term investment in the local economy.
What To Watch
Hospitality Net notes that Hilton and Reuben Brothers have not yet shared details on temporary closure timelines, reservation windows, or staffing plans during the renovation. Local permitting, design approvals, and construction sequencing will ultimately dictate when work starts and how long the conversion will take. For now, the announcement mainly locks in the brand, the scope, and an aspirational relaunch window, with more specifics expected as Reuben Brothers files plans and gets the restoration rolling.
If the broader timeline holds, the relaunch will drop a major luxury flag onto Collins Avenue and could reshape high-end inventory along the beachfront. Local officials, neighboring hotels, and returning guests will be keeping a close eye on those permitting and design filings in the months ahead.
