Aspen Hospitality, a division of Aspen One, has launched Nell Hotels, a new luxury hotel brand inspired by the legacy of Aspen’s The Little Nell. The brand’s debut comes alongside plans for its first expansion beyond Colorado: The Nell New York, a 134-room luxury hotel slated to open in fall 2027 at Rockefeller Center.
From a strategic perspective, the launch gives Aspen Hospitality a standalone luxury brand platform anchored by The Little Nell's reputation while creating an avenue for future expansion beyond Aspen.
Nell Hotels will initially encompass three offerings: The Little Nell, Aspen’s Five-Star, Five-Diamond ski-in/ski-out hotel; Residences at The Little Nell; and The Nell New York. Aspen Hospitality said the brand will pursue selective expansion in destinations that align with its upscale, experience-driven approach.
The announcement also includes a major renovation of The Little Nell in Aspen. The property will temporarily close in April 2027 for a comprehensive redesign and is expected to reopen for the 2027-28 ski season.
Aspen Hospitality is the hospitality division of Aspen One, which also includes Aspen Skiing Company and Aspen Ventures. The company oversees The Little Nell and the Limelight Hotels portfolio and has been actively expanding its luxury and lifestyle footprint
“Nell Hotels builds on what The Little Nell has always been about – something personal, something you come back to that feels familiar every time,” Aspen Hospitality CEO Jeff Toscano said in a statement. “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.”
Originally announced in April 2024, The Nell New York represents an investment of more than $350 million and will be the only hotel within Rockefeller Center. The property also is expected to become New York City’s sole Relais & Châteaux-affiliated hotel.
The hotel will have 134 guestrooms, multiple food-and-beverage concepts, including a lobby bar, wine lounge and fine-dining restaurant, as well as a spa. A seventh-floor arrival experience is designed to provide a more private and residential feel above Midtown Manhattan. The property’s design will draw inspiration from Rockefeller Center’s Art Deco heritage and will feature a curated contemporary art collection.
“We are honored to welcome The Nell New York to Rockefeller Center and to partner with a brand that shares our commitment to creating meaningful experiences through art, dining, culture, and community,” said EB Kelly, head of Rockefeller Center and senior managing director, Tishman Speyer. “Built nearly a century ago as a city within a city, Rockefeller Center 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 Center. Together with Nell Hotels, we are excited to build on this legacy and create inspiring new experiences for the next generation of guests.”
New York's hospitality recovery has been driven by strong visitation, luxury hotel demand and restrictions on short-term rentals that have redirected travelers into hotels. New York City is projected to lead the U.S. in new hotel room openings in 2026, with 4,852 rooms expected to enter the market, according to CoStar data released earlier this year.
Renovations in Aspen
Meanwhile, The Little Nell will undergo a renovation aimed at enhancing guestrooms, public spaces and dining venues while preserving the property’s position. During the renovation, the Residences at The Little Nell will remain open, as will the hotel’s wedding business, including events hosted on its well-known Wedding Deck.
According to Aspen Hospitality, The Little Nell will remain fully operational until its April 2027 closure and continue offering its slate of outdoor, culinary and cultural programming.
“The temporary closure reflects a commitment to preserving what makes The Little Nell exceptional, while ensuring it continues to evolve for the next generation of guests,” Toscano said. “Upon reopening, the property will remain the foundation of the brand, continuing to define the standards by which Nell Hotels will grow.”