Why the Sheraton Times Square Became My Go-To Hack for Affordable NYC Stays
So here’s the thing about New York City hotels: they’re ridiculously expensive, and everyone knows it. I used to avoid Manhattan entirely because dropping $300+ per night on a room felt like lighting money on fire. Then during a random Tuesday afternoon in 2019, while I was crashing on a friend’s couch in Brooklyn (glamorous, I know), I stumbled onto something that changed my entire approach to visiting NYC.
The Sheraton New York Times Square Hotel isn’t exactly what you’d call a budget property on paper. It’s smack in the middle of everything at 53rd and 7th, right where all the chaos happens. But here’s what I figured out after booking it three separate times over the past few years: this place has more pricing loopholes and discount opportunities than pretty much any other hotel in Midtown. Let me tell you how I’ve managed to stay there for as little as $89 a night during off-peak times, and how you can too.
The Secret Lives of Chain Hotel Pricing (And Why This One’s Different)
Look, I’m not going to pretend the Sheraton Times Square is some undiscovered boutique spot. It’s a massive Marriott property with over 1,700 rooms, which actually works in our favor. When hotels have that many rooms, they’re constantly playing a game of yield management, which is just fancy hotel-speak for “we’ll lower prices when we think we won’t fill up otherwise.”
The first time I stayed there was kind of an accident. I had searched for Times Square hotels filtering by price, expecting mostly questionable places in the outer boroughs. But there it was, showing $112 for a Wednesday night in February. I thought it was a glitch. I booked it anyway, half-expecting a cancellation email. The room wasn’t huge, but I had floor-to-ceiling windows overlooking 7th Avenue, and I was literally five minutes from everything I needed to see.
What makes the Sheraton different from other Times Square hotels is its sheer size and its Marriott Bonvoy connection. They’re more willing to drop rates during slow periods because filling 1,700 rooms is harder than filling 200. Plus, they’re constantly running promotions through the Bonvoy program that stack with other discounts in ways that smaller hotels just don’t bother with.
The Booking Windows That Actually Matter
I’ve tracked this hotel’s pricing for three years now (yes, I’m that person), and there’s definitely a pattern. The absolute sweet spot for booking is 6-8 weeks out for weekdays, especially Tuesday through Thursday. I once paid $89 for a Tuesday in late January by booking exactly 52 days in advance. That same room would’ve been $340 if I’d booked it three days before arrival.
Here’s something they don’t advertise: their Sunday night rates are often 40-50% cheaper than Friday or Saturday, even during busy seasons. I stayed there on a Sunday in October 2022, during what should’ve been peak fall foliage tourist season, and paid $147. The Friday before that same week? $389 for the same room type. If you can structure your NYC trip to include a Sunday night, you’re already winning.
The worst time to book is anything within two weeks of arrival, unless there’s been some major event cancellation. I made that mistake once in March 2021, trying to book last-minute for a work thing. Ended up paying $298 for a Tuesday night when I could’ve easily gotten it for under $150 if I’d planned ahead.
Credit Card Points Are Your Best Friend Here
Okay, I know not everyone wants to get into credit card churning, and I totally get that. But if you’re even remotely interested in traveling to NYC more than once, the Marriott Bonvoy Boundless card is worth considering. I’m not getting paid to say this, by the way. I just genuinely use it.
The signup bonus alone (usually 75,000-100,000 points depending on the promotion) can get you 2-3 free nights at the Sheraton Times Square. I redeemed 35,000 points for a Friday night that would’ve cost me $360 cash. That’s getting over a cent per point in value, which is actually pretty solid for hotel points.
Even if you don’t want another credit card, you can earn Bonvoy points by staying at any Marriott property anywhere. I stayed at a Courtyard in suburban Ohio for $67 a night during a road trip, earned points, and then used some of those points to offset a pricier NYC stay later. It’s not rocket science, but it does require thinking a few months ahead.
The Discount Codes Nobody Tells You About
This is where things get interesting. The Sheraton Times Square participates in so many discount programs that I actually keep a list in my phone. AAA membership gets you 5-10% off, which doesn’t sound like much until you realize that’s $30-40 saved on a $350 room. AARP works even if you’re under 50 (seriously, you can join at any age), and sometimes their rates are better than AAA.
Government and military rates are available if you qualify, obviously. But here’s one most people miss: if you’re a member of basically any professional association, check if Marriott has a corporate code for it. I discovered my old marketing association from my corporate days had a code that saved me 15% once. It’s worth five minutes of Googling “[your profession/association] Marriott discount code.”
One time in August 2023, I stacked a Bonvoy member rate with a promo code I found on a travel forum, and then used a $50 annual travel credit from my Chase Sapphire Reserve card. My effective rate for a Thursday night ended up being $76 after everything. I felt like I’d hacked the matrix, honestly.
What You’re Actually Getting for Your Money
Let me be real with you: this isn’t a boutique luxury experience. The rooms are clean and functional, but they’re designed for high turnover. You’ll get a decent bed, a reasonable bathroom, and that’s pretty much it. The décor is what I’d call “aggressive neutrality”—lots of beige and corporate art that looks like it came from the same catalog as every other business hotel.
But here’s what you’re really paying for: location. I cannot stress this enough. You can walk to Times Square in literally two minutes. Broadway theaters are everywhere. The subway entrances for the N, Q, R, W, and E trains are right outside. Central Park is a 15-minute walk. When I factor in the time and money I save on transportation by staying here versus somewhere cheaper in Queens, it usually comes out as the better deal.
The lobby’s always packed, which was overwhelming my first time there. There are tour groups checking in at 2 PM, business travelers rushing through at 6 AM, and everything in between. If you need peace and quiet in your hotel common areas, this isn’t your spot. But if you’re treating your hotel as just a place to sleep between exploring the city, it’s perfect.
One surprise I actually liked: the 24-hour Starbucks in the lobby. I’m not usually a chain coffee person, but when you’re jet-lagged and need caffeine at 5:30 AM before catching an early train, it’s genuinely useful.
The Realistic Downsides You Should Know About
I’d be lying if I said this hotel was perfect for everyone. The rooms facing 7th Avenue are loud. Like, really loud. You hear sirens, people shouting, cars honking—the whole NYC symphony. I learned to bring earplugs after my first stay, and now it doesn’t bother me. But if you’re a light sleeper, definitely request a room on a higher floor facing the interior courtyard or away from the avenue.
The wifi can be hit or miss, especially during peak hours when everyone’s streaming or on video calls. It’s free for basic access, but they charge $14.95/day for “premium” high-speed, which feels petty for a hotel charging $200+ per night. I just tether to my phone when I need reliable internet.
Check-in lines can be brutal. I’ve waited 40 minutes before during busy periods. My workaround now is to check in online 24 hours before arrival and use the Bonvoy app to select my room. Then I head straight to the elevator bank, and about 70% of the time my room’s ready even if it’s before the official 4 PM check-in time.
Also, the on-site restaurant is overpriced and mediocre. You’re in Manhattan with a thousand better options within walking distance. Don’t waste your money eating there unless you’re truly desperate.
My Tried-and-True Strategy for Booking
After staying here multiple times and obsessively tracking prices (I swear I have other hobbies), here’s my current approach: I set up a Google Flights alert for cheap flights to NYC, then immediately check the Sheraton’s rates for those dates. If I see anything under $140 for a weekday or under $180 for a weekend, I usually grab it.
I always book directly through Marriott’s website rather than third-party sites. I learned this the hard way when I booked through Expedia once to save $12, then couldn’t modify my reservation when my flight got changed. Those $12 became a $50 lesson. Plus, booking direct means you earn Bonvoy points and get access to better customer service if something goes wrong.
I also check prices every week or so after booking. Marriott allows free cancellation up to 24 hours before check-in (verify this when you book, as policies can change). I’ve rebooked the same reservation three times before when rates dropped, saving an extra $60-80 each time. It’s annoying and takes 10 minutes, but that’s how much I value my travel budget.
Making the Most of Your Stay
Once you’re actually there, here are a few things I’ve picked up. The complimentary Bonvoy member water bottles and coffee in the lobby are a nice touch—I always grab some before heading out in the morning. There’s also a small business center if you need to print boarding passes or travel documents.
If you’re planning to store luggage before check-in or after checkout, do it early. The luggage storage area gets absolutely mobbed, especially on weekends. I once waited 25 minutes just to drop off my bag because there was only one person working the bell desk at 10 AM on a Sunday.
The fitness center is tiny and often crowded, but it’s free and has the basics. I use it more for stretching after long days of walking than actual workouts. If you’re serious about fitness, there are better gyms nearby that offer day passes.
When This Hotel Makes Sense (And When It Doesn’t)
This strategy works best if you’re flexible with your dates and can book in advance. If you need a specific weekend for a Broadway show or a holiday period, you’re probably going to pay close to full price. In those cases, I’d honestly look at other neighborhoods like the Financial District or Upper West Side where hotels don’t command the same Times Square premium.
It’s also ideal if you plan to be out exploring all day. If you’re looking for a hotel where you’ll spend leisure time hanging out in your room or by a pool, this isn’t it. There’s no pool, the rooms are utilitarian, and the vibe is very much “efficient transit hub” rather than “relaxing retreat.”
But if your priorities are location, cleanliness, and brand reliability without totally destroying your budget, the Sheraton Times Square can absolutely work. I’ve recommended it to probably 30 people over the years, and most of them were pleasantly surprised by how much value they got when they used these booking strategies.
The Bottom Line on Affordable Midtown Stays
Look, New York City hotels are never going to be truly cheap in the way that, say, a hostel in Chiang Mai is cheap. But there’s a huge difference between accepting expensive and accepting overpriced. The Sheraton New York Times Square lives in this interesting middle ground where it’s technically a full-service Midtown hotel, but with the right timing and strategies, you can book it for less than mediocre places in worse locations.
I’m not saying it’s perfect or that it’ll work for everyone’s travel style. But after three stays there over four years, it’s become one of my reliable options when I need to be in Manhattan and don’t want to blow half my trip budget on accommodations. The fact that I’ve voluntarily returned multiple times probably says more than any of my detailed pricing analysis.
If you’re planning a NYC trip, spend an hour researching rates, sign up for a Bonvoy account (it’s free), and set some price alerts. The worst-case scenario is you don’t find a good deal and you book somewhere else. The best-case scenario is you save $100-200 per night and have more money for literally anything else in New York.
Trust me, that’s a much better use of your travel dollars than overpaying for a place to sleep.
