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Sweat34 at Herald Square

The 34th Street Partnership is proud to bring you another summer season of high-energy workouts that will make you sweat! From dance to strength training, our wide range of free fitness classes has something to suit every taste. Whether you are a long-time fitness enthusiast or just starting out, we invite you to join us for a summer of fitness and wellness at Herald Square Plaza.

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Sweat fitness

Book Direct

Book directly through this website and receive:

  • $50 lunch or dinner credit at Aperibar or in-room dining, for 2-night stays
  • $75 lunch or dinner credit at AperiBar or in-room dining, for stays of 3 nights or more 
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Broadway Concierge

Step into the spotlight with a personal consultation with Broadway aficionado Laura Heywood (@broadwaygirlnyc), a customized Broadway-themed gift, a delectable 3-course pre-theater dinner at AperiBar by Charlie Palmer, and a 20% discount on Roundabout Theatre Company tickets.

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New Year's Eve in Times Square

There is no better way to celebrate New Year's Eve than at the Crossroads of the World, witnessing the iconic Times Square ball drop live and in person, while millions of people watch from across the globe!

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Daily Breakfast Included

When you book our Breakfast Offer, enjoy LUMA's daily hot European-style continental breakfast, per person

Guests who book direct receive up to a $75 lunch or dinner credit for the acclaimed AperiBar during their stay

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Prolong the Magic

Stay Longer and Save Up to 20%

 

Guests who book direct two or more nights, receive up to a $75 lunch or dinner credit for the acclaimed AperiBar during their stay

 

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Prolong the Magic, With Breakfast!

Stay Longer and Save Up to 20%

Guests who book direct two or more nights, receive up to a $75 lunch or dinner credit for the acclaimed AperiBar during their stay

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AAA member discounts

Book the AAA Members Rate and receive a discount off our Best Available Rates.

Guests who book direct two or more nights, receive up to a $75 lunch or dinner credit for the acclaimed AperiBar during their stay

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Advanced Purchase Rate

Book now and the anticipation will be the hardest part!

Guests who book direct two or more nights, receive up to a $75 lunch or dinner credit for the acclaimed AperiBar during their stay

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Fun Family Adventure

Treat your family to a Big Apple adventure! Sweet escape for the young and old!

 

Guests who book direct two or more nights, receive up to a $75 lunch or dinner credit for the acclaimed AperiBar during their stay

 

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Valet Parking Package

Package includes daily valet parking for the duration of your stay at LUMA Hotel Times Square. 

Guests who book direct two or more nights, receive up to a $75 lunch or dinner credit for the acclaimed AperiBar during their stay

 

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We love a parade!

Reserve your room just steps from the 2025 Macy’s Thanksgiving Day Parade route, and receive a special fall-themed amenity, a grab-and-go breakfast box for parade viewing, and a parade map and guide. Plus, guests who book 2+ nights directly through this website receive a lunch or dinner credit of up to $75 at AperiBar.

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Grateful to be in NYC

Make LUMA Hotel Times Square your holiday home base with Thanksgiving dinner at AperiBar and a festive fall-themed welcome amenity. In addition, guests who book 2+ nights directly through this website receive a lunch or dinner credit of up to $75 at AperiBar.

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Be part of the excitement!