While there may be an adjustment period for repeat, and loyal, visitors during a rebranding, all brand changes come with some form of renovation and upgrade, taking the property to the next level of service and amenities. The following properties do just that, with more luxe for incentives and facilities for meetings.
Rebranded Omni Atlanta Hotel At Centennial Park Unveils Makeover
Omni Atlanta Hotel at Centennial Park has announced a comprehensive renovation and rebranding, moving away from its ties with the former CNN Center (now just “The Center”)—and former identity as the Omni Atlanta Hotel at CNN Center—and toward a new group of specialty suites.
The centerpiece of this renovation is the complete refurbishment of 600 rooms housed within the North Tower, including the Presidential Suite, Governors Suite and Executive Suites.
In addition to these upgraded accommodations, Omni Atlanta Hotel at Centennial Park has introduced a collection of signature suites that celebrate Atlanta’s popular attractions and landmarks, located in the heart of downtown Atlanta and a stone’s throw from the property. Guests can stay in themed suites such as the Georgia Aquarium Suite, College Football Hall of Fame Suite and the Coca-Cola Suite.
Additionally, three Legacy Suites have been curated to showcase the property’s connection to the Atlanta market. These suites offer a glimpse into the hotel’s history, and its legacy within the community.
With 120,000 sf of meeting space and 45 meeting rooms, the Omni Atlanta maintains its status as a premier convention hotel. Meanwhile, the 1.2M-sf building that once housed at 24-hour news network, The Center is being repositioned for mixed-used office and retail leasing, with dining, content creation and entertainment in the mix.
Turtle Bay Resort Will Become Ritz-Carlton
Turtle Bay Resort, located on the North Shore of Oahu, Hawaii, is anticipated to join The Ritz-Carlton brand portfolio later this summer. A sought-after hideaway, Turtle Bay embodies the natural beauty of the island and is complete with oceanfront bungalows, lavish suites, and ocean view rooms. With seven secluded beaches within walking distance, 12 miles of hiking and biking trails, and onsite amenities including golf and horseback riding, the property is an oasis of pleasure and business, with meetings and events served by more than 22,000 sf of indoor and 230,000 sf of outdoor event space.
Host Hotels & Resorts’ purchase of the property, as well as Marriott’s assumption of management of the resort, is expected to occur later this summer.
With an portfolio of seven luxury brands — The Ritz-Carlton, including Ritz-Carlton Reserve and The Ritz-Carlton Yacht Collection, Bvlgari Hotels & Resorts, St. Regis Hotels & Resorts, EDITION, The Luxury Collection, JW Marriott, and W Hotels, Marriott currently has over 510 open luxury hotels and resorts in 70 countries and territories. Luxury properties currently account for around 10 percent of both Marriott’s open rooms and pipeline rooms.
Former Loews Now the Regent Santa Monica Beach
The iconic, Pacific-facing Loews Santa Monica Beach Hotel has been rebranded as the Regent Santa Monica Beach and will welcome guests this September to a prized stretch of Santa Monica sand. Among the many luxe amenities on board will be a restaurant from heralded chef Michael Mina, a cafe and boutique from celebrity/entrepreneur Ayesha Curry, a 10,000-sf Guerlain Wellness Spa, an oceanfront pool deck and beach butler service.
Regent Hotels & Resorts first opened in Hawaii in 1970. IHG Hotels & Resorts acquired the company in 2018 and set out to relaunch it as a modern upper-tier luxury brand. It debuted new properties like Regent Phu Quoc in Vietnam and revamped others like Regent Hong Kong and Carlton Cannes, a Regent Hotel. The more than $150M Santa Monica hotel will mark the brand’s return to the Americas and its flagship in the region, channeling Beverly Hills glamor and beachfront serenity.
The accommodations—24 suites and 143 guest rooms—will start at 720 square feet. Indulgent bathrooms will feature soaking tubs, rainfall showers, bidets and double vanities. Gaze out over the ocean from the 2,180-square-foot, two-story Atrium Suites on the second and third floors, or sprawl out in the largest room, the eighth-floor Santa Monica Presidential Suite, which will have a game room, a living room and four Juliet balconies.
Meeting and event space will include the 6,100-sf Jacaranda Ballroom accommodating up to 450 and the Seascape Salon + Terrace hosting 330 with views of the Pacific.
The Mirage to Begin Transformation into Hard Rock Las Vegas
Hard Rock International (HRI) announced its plans to cease operations of The Mirage Hotel & Casino as of July 17, 2024, to begin the transformation of the property into the highly anticipated Hard Rock Hotel & Casino and Guitar Hotel Las Vegas. The property will be reimagined and developed into a new integrated resort featuring a nearly 700-foot-tall guitar-shaped hotel prominently in the center of the famous Las Vegas Strip.
Hard Rock executives have told Scripps News Las Vegas renovation plans include adding 800 to 1,000 hotel rooms, renovating the existing rooms and suites, renovating the casino floor to include 1,800 slot machines and 200 table games, renovating and expanding event and meeting space, and adding nearly 3,000 theater seats.
The long-running Beatles LOVE by Cirque du Soleil’s last show will be on July 6, 2024. As the property closes for renovations, all other resident shows at The Mirage will be close effective July 14, 2024. Hard Rock CEO Jim Allen has been quote as saying he hoped the rebranded property would open sometime in late 2027 or early 2028.
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