Hilton all-suites brand sets up Alabama arrival

Image © Hilton Worldwide
Hilton Worldwide’s upscale full service Embassy Suites line is coming to Alabama, USA, via a new waterfront development in the city of Gulf Shores.

DD Partners of Birmingham, Alabama, Peachtree Group of Atlanta and Woodbine Development Corporation of Dallas are teaming up to create Embassy Suites Gulf Shores, overlooking the Gulf of Mexico.

Project partners

Now underway, the Gulf Shores site’s development and asset management efforts will be led by DD Partners and Woodbine. Peachtree will manage operations for the resort upon its completion in summer 2025.

The architect of record for the project is PFVS, and the contractor is Robins & Morton.

Onsite amenities

The eight-storey property will have 257 all-suite beachfront guestrooms; a lobby bar and restaurant; a rooftop amenity terrace inclusive of a bar and grill, pool deck and an outdoor entertainment venue; and 13,620 sq ft of enclosed meeting and pre-function space, including a 7,800 sq ft ballroom. 

The resort will also have a three-storey parking garage and 7,618 sq ft of leasable retail space that will include a Starbucks.

Regional momentum

Ron Durham, co-founder of DD Partners, said: “The Gulf Shores region has sustained solid momentum among leisure travellers thanks to its natural beauty and many attractions, and this destination’s amenities are designed to contribute to that momentum.

“Also, given the success of local meetings and events, we believe Embassy Suites Gulf Shores will be a sought-after destination for those who are travelling for business and special events.”

Promising outlook

Peachtree Group’s CEO and managing principal Greg Friedman added: “We are excited to advance this development with our partners and bring the dominant Embassy Suites brand to the vibrant Gulf Shores community.

“This resort aligns perfectly with the city’s promising economic outlook, and as its operator, we anticipate its unparalleled location and all-suite offerings will establish it as the standout performer in its competitive segment, providing an enticing value proposition for business travellers and vacationers in the region.”

Expanding Embassy

Other American newbuilds for the Embassy Suites brand include a Texan pair: the 175-key Embassy Suites Waco, scheduled for Q2 2025, and the 268-room Embassy Suites Austin 5th & Lavaca, due in Q1 2026.

Further north in Tennessee, Embassy Suites by Hilton Chattanooga Downtown is slated to bring 184 keys online in Q3 2025.