More Lifestyle Hotel Brands are Debuting in South Florida
Due to South Florida’s highly robust tourism and business sectors, lifestyle hotel brands have been quickly spreading throughout the area.
These lifestyle hotel brands appeal largely to individuals in their 20s and early 30s who value chic design, intimacy and unique comforts over conventional hotels.
Peter Yesawich, vice chairman of Orlando-based MMGY Global, a travel and hospitality marketing firm told the Sun-Sentinel, "Big hotel companies look at millennials as the market of the future. They're more responsive to the novelty that they can find in lifestyle hotels."
AC Hotels by Marriott, Hyatt Centric, Aloft, Element and Tryp by Wyndham are among the new lifestyle hotels debuting or expanding within the next couple years.
The groundbreaking of a new, duel-branded Aloft-Element hotel in downtown Fort Lauderdale is slated to begin later this year. The 299-room hotel will be located at 299 North Federal Highway and will feature retail and restaurant space, a car-sharing service as well as many other amenities for guests to enjoy.
"We believe that both Aloft and Element are a good fit for the Fort Lauderdale market and for this location in particular," said Miami developer, Jonathan Cox. "The neighborhood is made up of largely millennial residents, and Aloft is a product that resonates with this consumer."
Palm Beach County will also be seeing an increase in lifestyle hotel brands with Aloft Delray Beach set to open in January 2018.
Boca Raton also has a 200-room Hyatt Place under development as well as a yet-to-be-flagged 300-unit property in Palm Beach Gardens.
While the Palm Beach Gardens property isn’t expected to be a lifestyle hotel, James Hansen Jr., vice president of sales and marketing for Kolter Hospitality said he plans to “push harder” to develop a lifestyle hotel in the area within the next 18 to 24 months.
"They're putting [lifestyle brands] in cities that have really distinctive personalities and are large enough to support the economics," explains MMGY's Yesawich. According to industry experts, “Growing domestic and international traffic at airports in Fort Lauderdale and Miami make the region a good fit for these emerging brands.”