Why it works so well
It is genuinely central without being a tourist district. You are about twenty minutes' walk from the theatres, ten from the Empire State Building and five from Madison Square Park, in an area where the restaurants are aimed at New Yorkers rather than visitors. For couples and repeat visitors it is often the right answer.
Eating and drinking
This is one of the strongest restaurant neighbourhoods in Manhattan, with Koreatown on 32nd Street immediately north, Eataly and the Flatiron restaurants just south, and a dense run of bars along Broadway. Several of the hotels here have rooftops that locals use, which is a good sign.
The trade-offs
There is no single landmark on the doorstep, so if your first trip is a checklist of famous sights you will be travelling to most of them. Some blocks, particularly around the wholesale flower and fashion trades, are workaday and shuttered at night, though this is changing quickly.
Who it suits
Is NoMad right for your trip?
Book here if
- Couples and second trips
- Food-led travellers
- Central access without Times Square
- Rooftop bars
Look elsewhere if
- You want a famous sight outside the door
- You are on a tight budget
- You need large family rooms
Getting around
28 St serves the R, W, 1 and 6 depending on the avenue, and 23 St and 34 St-Herald Sq are both walkable. Herald Square is a major interchange for the B, D, F, M, N, Q, R and W lines.
Hotels in this area
8 hotels reviewed in NoMad
The Fifth Avenue Hotel
A design-forward NoMad hotel for travellers who want the room, restaurants and central location to feel like part of the New York experience.
- Best for
- Design-led luxury, couples, special occasions
- Subway
- 23 St / 28 St area, depending on line
The Ned NoMad
A design-led hotel in a 1903 Beaux-Arts building, for travellers who want NoMad's restaurants and a hotel with real character.
- Best for
- Couples, design, restaurants, repeat visitors
- Subway
- 28 St and 34 St-Herald Sq
Ace Hotel New York
An influential design hotel in a 1904 building, best for travellers who want atmosphere and NoMad's restaurants over polish and space.
- Best for
- Design, solo travellers, repeat visitors, restaurants
- Subway
- 28 St and 34 St-Herald Sq
Virgin Hotels New York City
A large, modern NoMad hotel with a guests-only pool, suited to travellers who want facilities as well as a central location.
- Best for
- Pool access, groups, modern rooms, summer trips
- Subway
- 28 St and 34 St-Herald Sq
Arlo NoMad
A compact-room hotel with exceptional views, best for travellers who spend their days out and want to pay for the terrace rather than the floor space.
- Best for
- Solo travellers, couples, views, budget-conscious central stays
- Subway
- 33 St and 34 St-Herald Sq
MADE Hotel
A small, design-led NoMad hotel with terraces and a well-known rooftop bar, suited to couples and repeat visitors.
- Best for
- Couples, design, rooftop bars, restaurants
- Subway
- 28 St and 34 St-Herald Sq
Royalton Park Avenue
A NoMad hotel built around its rooftop pool, worth shortlisting mainly if outdoor space and views matter to your trip.
- Best for
- Rooftop pool, couples, summer trips, nightlife
- Subway
- 28 St and 33 St
Hotel Seville NoMad
A restored 1904 NoMad hotel with a spa and hammam, and one of the more interesting histories in the neighbourhood.
- Best for
- Couples, spa, architecture, NoMad restaurants
- Subway
- 28 St on the 6 and on the R and W
Fast answers
Questions UK travellers ask about NoMad.
Is NoMad better than Times Square for a first trip?
For many travellers, yes. You keep central access and gain a real neighbourhood, better food and quieter nights. Choose Times Square instead if you are seeing several shows or want the spectacle on your doorstep.
What does NoMad actually stand for?
North of Madison Square Park. It is an estate-agent coinage from the 2000s rather than a historic name, which is why older guidebooks call the same blocks Midtown South or the Flatiron fringe.
Sources and update notes
Last updated: 17 August 2026. Hotel rates, fees, rules and transport details can change.