05/03/2012 02:39 pm ET

Tryp, New Wyndham Hotel Brand, Debuts In New York City (PHOTOS)

Frank Sinatra's anthem seems to be the mantra of the new hotel brand that recently opened a 173-room flagship in Midtown Manhattan: "If you can make it here, you can make it anywhere."

The Tryp Times Square South is the first U.S. outpost for the boutique brand better known in Spain, Germany and Portugal. It seems Wyndham, the parent company of Tryp, is banking on the more than 50 million people that visit the city annually.

General Manager Frank Nicholas also credits a rezoning of the somewhat tucked away neighborhood, which has brought extensive hotel development to the stretch between Times Square and Madison Square Garden.

About that: While the hotel calls itself Times Square South, locals will likely scoff at the notion that such a neighborhood exists. The hotel is, however, convenient to the A, C and E subway lines, which easily shuttle guests down to Battery Park and the World Trade Center site and up to the American Museum of Natural History.

Rooms at the property are on the large size for the city, and high ceilings and big windows make them feel larger. A large portion of the rooms have bedding for four, six or even eight guests, a concerted play for families and small groups who need more space. An on-site tapas restaurant and bar was packed on a recent evening visit.

While the brand may be unfamiliar to American travelers, travel insiders often recommend foreign chains as great sources for "hidden" deals.

That's certainly true at Tryp: Rates start at $229 a night, just a shade below the city-wide nightly average of $258 in 2011, according to data sent to HuffPost Travel.