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The St. Regis Florence

THE STORY OF ST. REGIS

1880's 1904 191219271932 1934 1960199119992006200820092010201120122013

"THE MRS. ASTOR"

Afternoon Tea, Midnight Supper celebrations...these are the events not to be missed during New York's Gilded Age. Entry is reserved to an inner circle known as the "400" - a list of the city's most celebrated names curated by hostess Caroline Astor. Matriarch to the venerable Astor family, "The" Mrs. Astor single-handedly creates the first expression of American high society through rituals that live on at the St. Regis today

    JOHN JACOB ASTOR IV

    A brilliant businessman and visionary, Colonel John Jacob IV realizes his vision of a place where gentlemen and their families could enjoy the luxuries of a private estate. Located on 55th Street and Fifth Avenue, The St. Regis New York - declared "the finest hotel in America," by The New York Times - features technological advancements, including air conditioning and mail delivery shoots, and elegant touches such as St. Regis Butler Service.

      THE TITANIC

      John Jacob Astor IV's extraordinary life comes to a tragic end on April 15, 1912. While traveling abroad, Astor's wife, Madeline, becomes pregnant and the couple decides to return to the States, boarding the Titanic in Cherbourg, France. When the ship begins to sink, Astor helps his wife and her nurse into a lifeboat where they are later rescued. He is last seen trying to free his dog, Kitty, from the ship's kennels.

        THE ST. REGIS ROOF

        Expanding its illustrious presence along 55th Street, The St. Regis New York adds two new floors, including a magnificient ballroom known as the St. Regis Roof. On opening night 500 guests gather for a gala celebration that features the 18-piece Vincent Lopez Orchestra. Jazz becomes an indelible feature of the St. Regis Roof, where such greats as Count Basie, Duke Ellington, and Buddy Rich regularly captivate guests.

          THE OLD KING COLE MURAL

          Before his untimely death, John Jacob Astor IV commissions an original work by Maxfield Parrish for another of his hotels, The Knickerbocker. Parrish chooses the English nursery rhume character Old King Cole for his subject matter - a fitting combination of regality and revelry. After The Knickerbocker is demolished, the mural is moved to the St. Regis where it becomes an icon, beloved of New Yorkers and hotel guests alike.

            THE BLOODY MARY

            Fernand Petiot, head bartender at The St. Regis New York, perfects a cocktail he first experiemented with in Paris and names it the "Bloody Mary". Deemed inapproprioate for the King Cole Bar's elegant clientele, he rechristens it the "Red Snapper". The unlikely pairing of tomato juice and vodka soon becomes a staple of American mixology and the signature cocktail of St. Regis.

              ITT SHERATON

              After a long tenure as one of the country's most glamorous independently owned hotels, The St. Regis New York is purchased by hospitality conglomerate ITT Sheraton, joining a portfolio of approximately 100 hotels around the world. As ITT Sheraton expands its global foodprint, The St. Regis New York becomes part of the company's upper echelon of hotels and resorts, known as the ITT Sheraton Luxury Division

                $100 MILLION RENOVATION

                After closing for an extraordinary $100 million renovation, The St. Regis New York reopens as an updated version of its former grandeur. New meeting rooms, a spa, a fitness center, and a business center are added, along with designer suites by Christian Dior and Tiffany. The hotel lobby is restored to its 1904 design, and the original Palm Court is brought back as Astor Court, complete with stunning trompe l'oeil ceilings.

                  THE ST. REGIS BRAND

                  Seeking to bring the timeless elegance of St. Regis to the world's most exclusive addresses, Starwood Hotels launches the St. Regis brand with five new hotels, each a distinct expression of the original's abiding legacy. The St. Regis Aspen Resort and The St. Regis Houston debut first, followed by the conversion of The Grand Hotel Rome, The Beijing International Club and The Carlton Hotel, Washington DC

                    ST. REGIS AFICIONADO

                    Recognizing the many passions and interests of its cultured clientele, St. Regis introduces St. Regis Aficionado, offering guest privileged access to rare opportunities. From exclusive entry to premiere auctions and collections, to private tastings of exquisite vintages, to guided tours of the world's great fashion houses, St. Regis Aficionado parts the velvet rope to the world's most captivating experiences for discerning connoisseurs.

                      THE ST. REGIS INTERNATIONAL CUP

                      Long favored by European and American aristocracy, polo becomes inextricably linked to the St. Regis when the brand establishes the annual St. Regis International Polo Cup in England. Matches are played at Cowdray Park Polo Club, the home of British Polo.

                       

                       

                      LATIN AMERICA DEBUT

                      Nestled on the peninsula surrounded by the white sand beaches and cerulean waters, The St. Regis Punta Mita Resort introduces the brand's signature elegance to one of Mexico's most exclusive addresses - Bahia de Banderas in Riviera Nayarit. Handrcrafted tile work, sparkling infinity pools, world-class dining and seaside vistas make the resort a seductive entrée into Latin America

                        BRAND IDENTITY LAUNCH

                        Now with more than 14 hotels spanning the world's most exclusive destinations, St. Regis focuses on creating a new brand identity to arc over each distinct address. New services, programs, and standards further unify the St. Regis experience for travelers across the globe. A refreshed website introduces visitors to the brand's rich heritage, flawless service and bespoke gestures, while enticing them to explore the portfolio.

                          1st EVER ST. REGIS CONNOISSEUR

                          To strengthen its commitment to the game of polo, St. Regis selects celebrated Argentinian polo player Nacho Figueras as the 1st-ever St. Regis Connoisseur. An online portal, dedicated exclusively to polo, is launched as a place where enthusiasts can access a global calendar of events, information on the fundamentals of the sport, advice on etiquette and exclusive insights on technique and travel from Figueras.

                           

                           

                          CARIBBEAN DEBUT

                          A period of unprecedented growth leads to new hotels in key destinations across the globe, including the first hotel in the Caribbean - The St. Regis Bahia Beach Resort, Puerto Rico. To ensure exceptional service at every address, the brand introduces differentiating global operating standards along with a newly defined St. Regis Butler Service - one of the most iconic expressions of the St. Regis experience.

                            IRIDIUM SPA

                            Named after The St. Regis New York’s famous Iridium Room, Iridium Spa is born from the DNA of the brand. Iridium Spa focuses on the most coveted of all luxuries—time—luring guests into tailored, transformative experiences. Each Iridium Spa honors its address by creating an environment that feels like a personal residence, complete with a post-treatment tea service.

                             

                             

                            A GRAND TOUR

                            The debut of The St. Regis Florence leads the opening of 10 St. Regis hotels in a little over a year, including the brand’s first in the Middle East. The brand launches its first global print campaign and Facebook page. Jason Wu is appointed the next St. Regis Connoisseur – Passion: Style & Design.

                              30 HOTELS IN 15 COUNTRIES

                              St. Regis debuts its first property in Africa, The St. Regis Mauritius Resort, as well as a new, modern flagship for the brand with The St. Regis Bal Harbour Resort. Additionally, St. Regis opens its first Jazz at Lincoln Center club when The St. Regis Doha debuts in October.

                                A YEAR OF FIRSTS

                                The St. Regis brand extends its reach with 3 compelling launches: the Family Traditions at St. Regis program and the brand’s first magazine, “Beyond, The St. Regis Magazine.” St. Regis also increases its presence in the Middle East with the debut of The St. Regis Abu Dhabi, the 3rd St. Regis to open in the region.

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                                  ABOUT ST. REGIS

                                  Our story

                                  Born of a distinctive legacy and crafted for modern connoisseurs who desire the finest experiences imaginable, the St. Regis brand established luxury hospitality with the opening of The St. Regis® New York more than 100 years ago. From the moment John Jacob Astor IV opened the doors of his Beaux-Arts masterpiece on New York’s Fifth Avenue, St. Regis has stood as a symbol of uncompromising elegance and bespoke service.

                                  The rich heritage infused with modern inspiration informs every St. Regis address. Cherished traditions such as fresh flowers, afternoon tea and butler service are carried out as flawlessly today as they were over a century ago at the very first St. Regis hotel. Combining classic sophistication with a modern sensibility, the St. Regis brand is committed to delivering exceptional experiences at over 30 of the best addresses around the world.

                                   

                                  LEGACY IS FUTURE

                                  We continue to honor the spirit of our visionary founder, John Jacob Astor IV, who built the original St. Regis Hotel in New York as the finest expression of art and architecture. This timeless blend of innovation and tradition are the foundation of St. Regis Hotels and Resorts, inspiring today’s new global traveler with personalized service, contemporary design and refined elegance at the best destinations around the world.

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