Orlando, Fla.–Margaritaville Holdings, the global lifestyle brand synonymous with fun and escapism, recently debuted its new upscale, boutique, select-service hotel brand. Designed to help travelers relax, rejuvenate, and escape the everyday, COMPASS by Margaritaville Hotels and Resorts points owners in a new direction, with an economically efficient, select-service model that connects travelers with the original lifestyle brand in a personalized, boutique hotel setting.
“Over the last forty years, Margaritaville has evolved from a song about paradise into a dynamic business capturing the attention of millions of consumers around the world,” says John Cohlan, chief executive officer of Margaritaville Holdings. “COMPASS by Margaritaville Hotels and Resorts presents a compelling competitive advantage to developers, giving them the unique opportunity to leverage the power of our time-tested lifestyle brand in the thriving boutique select-service space.”
The company says that it spent the last year conducting extensive customer research and market analysis to create COMPASS. The outcome is a new design concept and prototype—a five-story, 131-room, 83,000-interior-square-foot building sitting on approximately three acres of land. The COMPASS brand will offer specific standards to guide developers, while allowing for a flexible design reflecting each property’s local surroundings and unique architectural or site-plan needs. The model works for new-builds, adaptive reuse buildings, mixed-use concepts, and conversions.
Incorporating Margaritaville’s ‘casual-luxe’ design, each COMPASS by Margaritaville Hotels and Resorts property will have an open-concept living lounge and bright, airy atmosphere as well as ample indoor and outdoor space for travelers to relax. Complimentary amenities will include hot and cold drinks and light snacks at a welcome cabana, a daily signature cocktail happy hour, access to laptops, printing services, and high-speed WiFi.
Another differentiating dimension of COMPASS by Margaritaville Hotels and Resorts is the brand’s approach to food and beverage. Each property will include a signature Margaritaville-designed bar and grill concept, in addition to an indoor space, rich landscaped outdoor deck and patio area with fire pits, TVs, water features, or a free-form pool (in warm weather markets) and more. For breakfast, the hotels will offer a high-quality American breakfast buffet included in the guest’s rate–aimed at driving loyalty while limiting operations costs.
Guestroom accommodations will be modern with nature-inspired design and amenities including Margaritaville’s signature bedding, an oversized bathroom with rainfall showers, and smart TVs for streaming video and music.
Margaritaville’s newest hotel brand is aiming for national growth across the United States, in city-center urban locations, near regional convention centers, college towns, and smaller destination resort locations on beaches, lakes, and mountains.
“Our focus is to ensure the cost to construct a COMPASS by Margaritaville Hotels and Resorts property is comparable to other upscale, select-service hotels while offering a fun, locally inspired lifestyle experience in a boutique setting,” says Rick Cunningham, vice president of hotel development at Margaritaville Holdings. “With our tremendous brand awareness and the owner-friendly design concept, we see a remarkable opportunity to rapidly grow the brand across the U.S., with short-term target markets throughout the Southeast and mid-Atlantic.”
The first COMPASS by Margaritaville Hotels and Resorts is being developed by Floridays Development Company on Anna Maria Sound, Florida. The property will be adjacent to Minto Communities’ existing One Particular Harbour marina and luxury condo development. Anna Maria Island and Sound is an gulf coast leisure destination with marina and beach access to the Gulf of Mexico. Multiple additional projects are under consideration with development groups in the Southeast and Mid-Atlantic.