Forty floors above Times Square, a thriving community of around 60,000 bees has made its home at M Social Hotel New York Times Square.

Launched in partnership with Alveolebuzz, the rooftop beekeeping programme transforms previously underused space into an urban pollinator habitat that supports local biodiversity.

The initiative was led by the hotel’s operations and food and beverage teams, who saw an opportunity to combine sustainability with an engaging guest experience. Honey produced by the hives is now featured in hive-to-glass cocktails at Beast & Butterflies, including the signature Bee’s Knees.

Guests can also take part in honey tastings and educational sessions that offer insights into urban beekeeping, biodiversity and the important role pollinators play in the environment.

By turning an overlooked rooftop into a productive ecosystem, the programme demonstrates how sustainability can be brought to life through practical action and creative thinking. It also reflects the hotel’s belief that hospitality businesses can contribute meaningfully to the neighbourhoods they serve, while showing what can be achieved when employees are empowered to innovate.

Congratulations to the M Social Hotel New York Times Square team for bringing this fun and meaningful initiative to life!