Times Square — the intersection of Broadway and Seventh Avenue from 42nd to 47th Streets — is the most-visited tourism site in the United States, attracting over 50 million visitors annually. The sheer density of stimulation can feel overwhelming to first-timers, but experienced travelers know that Times Square serves a specific purpose: it's a logistics hub for Broadway, major arena events, and the theatre district, and the hotels surrounding it are priced accordingly.
The best strategy for staying near Times Square is to find a hotel on the quieter residential blocks just north or west of the main square. The stretch from 46th to 53rd Streets on the west side of Eighth Avenue sits in what locals call Hell's Kitchen — technically outside Times Square proper, but a 5-minute walk to the theatre district with meaningfully less noise and chaos. Several of the most respected boutique hotels in Midtown are situated precisely here.
For families with children, Times Square hotels make undeniable sense. Kids can observe the light-up spectacle from the safety of an upper-floor window, and the location puts you equidistant from the American Museum of Natural History, Rockefeller Center, and the children's museums in the 50s. The Disney Store, LEGOLAND Discovery Center, and M&M's World are all within a few blocks, which either excites or horrifies depending on your parenting philosophy.
An important thing to understand about Times Square hotels: the price premium is almost entirely about location, not quality. A $400/night Times Square hotel often delivers the same room quality as a $280/night hotel in Midtown East. What you're paying for is the ability to walk to the Majestic Theatre in seven minutes flat — if that matters to you, it's worth every dollar. If you're not seeing multiple shows or events in the theatre district, the location premium is harder to justify.