Margaritaville Holdings today announced the debut of its new upscale boutique select-service hotel brand. Designed to help travelers relax, rejuvenate and escape the everyday, COMPASS by Margaritaville Hotels and Resorts thoughtfully points owners in a new direction, with an economically efficient select-service model that connects travelers with the original lifestyle brand in a personalized, welcoming 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,” said 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.”
Margaritaville spent the last year conducting extensive customer research and market analysis in order to create COMPASS by Margaritaville Hotels and Resorts. The outcome is a fresh new design concept and prototype – a distinctive five story, 131-room, 83,000 interior square foot building sitting on approximately three acres of land. COMPASS by Margaritaville Hotels and Resorts 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.
COMPASS by Margaritaville Hotels and Resorts is a model that works for new-builds, adaptive reuse buildings, mixed-use concepts and conversions. Incorporating Margaritaville’s signature ‘casual-luxe’ design, each COMPASS by Margaritaville Hotels and Resorts property will welcome guests with an open-concept living lounge and bright, airy atmosphere, bringing a taste of the outdoors inside. Travelers will easily unwind and feel at home with ample indoor and outdoor spaces to relax or work. 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 Wi-Fi.
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 a comfortable indoor space, rich landscaped outdoor deck and patio area featuring fire pits, TVs, water features or free form pool (in warm weather markets) and more. For breakfast, COMPASS by Margaritaville Hotels and Resorts 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 premium amenities, including Margaritaville’s signature bedding, an oversized bathroom with rainfall showers, and smart TVs for streaming video and music.
COMPASS by Margaritaville Hotels and Resorts is aiming for national growth across the U.S., 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,” said 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 iconic gulf coast leisure destination with marina and beach access to the Gulf of Mexico, and an ideal spot to introduce the COMPASS by Margaritaville Hotels and Resorts brand. Multiple additional projects are under consideration with development groups in the Southeast and Mid-Atlantic.
COMPASS by Margaritaville Hotels and Resorts will offer competitive royalty rates coupled with fee incentives for the first several projects signed in target markets. Beyond Margaritaville’s brand equity and millions of followers, owners will have access to Margaritaville’s central reservation system, multi-channel marketing services, ramp-up, F&B support, operations support and training.
Logos, product and company names mentioned are the property of their respective owners.