Hilton and Reuben Brothers have signed a management agreement to transform a beachfront Miami Beach hotel into the Waldorf Astoria Miami Beach, bringing the luxury brand to the destination for the first time. The property, formerly the W South Beach and owned by Reuben Brothers, will undergo a comprehensive renovation before relaunching in winter 2027 under Hilton management. The repositioning marks another expansion of Hilton’s luxury portfolio in Florida and adds a second Waldorf Astoria project to the Miami market, joining the under-development Waldorf Astoria Miami in downtown Miami.
“Miami Beach is a globally recognized destination with strong demand for luxury hospitality experiences,” Danny Hughes, president of the Americas for Hilton, said in a statement. “We are proud to partner with Reuben Brothers to introduce Waldorf Astoria in a way that celebrates the destination while elevating the guest experience.”
Situated along Collins Avenue in Miami Beach’s luxury hotel corridor, the oceanfront property offers direct beach access and views of both the Atlantic Ocean and the Miami skyline.
According to Reuben Brothers, the renovation will restore and reposition one of Miami Beach’s most recognizable beachfront addresses. Every guestroom will have a private balcony and ocean view, while public spaces, dining venues and meeting facilities will be redesigned as part of the project.
The 20-story hotel’s transformation will be led by Reuben Brothers, with interiors designed by Avenue Interior Design. Upon reopening, the property will feature 348 renovated suites, all with balconies and ocean views.
Planned enhancements include:
- A redesigned arrival experience featuring a new lobby and Waldorf Astoria’s signature Peacock Alley
- New food-and-beverage concepts
- A revamped spa and wellness offering
- An upgraded fitness center
- Improvements to the 48,000-square-foot pool deck, including private cabanas
- Refreshed event and social spaces
Luxury Growth
The Miami Beach deal also reflects Hilton’s emphasis on placing luxury brands in markets where the destination itself can support rate, loyalty demand and owner investment. Dino Micheal, senior vice president and global category head for luxury brands at Hilton, previously said luxury growth is “not about being the biggest or the fastest” but about having “product in the right location.”
Lodging Econometrics’ Bruce Ford has said luxury hotel room-night demand exists in “a select set of cities and a select set of resort destinations,” a framework that helps explain why Hilton would target Miami Beach for Waldorf Astoria expansion.
Waldorf Astoria Miami Beach is not just another luxury flag entering south Florida — it is part of Hilton’s broader effort to deepen its presence in destinations where luxury, resort demand, branded residential interest and global traveler recognition intersect. Hilton has used Waldorf Astoria to enter or expand in high-profile resort and leisure markets, including Texas Hill Country, Deer Valley, Costa Rica, Osaka and New York, while also leaning into lifestyle and luxury through NoMad, Graduate by Hilton and its Small Luxury Hotels of the World partnership.
The Waldorf Astoria Miami Beach announcement also lands during a particularly active development and repositioning cycle for Miami Beach. The Reuben Brothers acquired the W South Beach from Tricap and RFR in a transaction valued at more than $400 million. At the time, Jamie Reuben, principal at Reuben Brothers, said the group’s vision was to “secure its standing as Miami’s leading global destination” while reimagining the asset’s future and delivering an “unparalleled luxury experience.”