Ashford Hospitality Trust has announced the conversion of the Autograph La Concha in Key West, Florida, US, marking its transition to a Marriott Autograph Collection property.
Formerly known as Crowne Plaza La Concha, the hotel has undergone a $35m renovation to align with the luxury standards of the Autograph Collection.
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The comprehensive refurbishment by Premier has revitalised the hotel’s lobby, bar, and restaurant.
It also includes upgrades to the exterior, guest rooms, guest bathrooms, corridors, pool area, and meeting space.
A notable enhancement is the conversion of an underutilised spa into premium rooftop suites offering panoramic views of Key West.
The Autograph La Concha features 160 rooms and is close to major attractions such as Mallory Square and The Hemingway Home and Museum.
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By GlobalDataGuests can easily access shopping, entertainment, nightlife, and water sports such as diving and snorkelling.
Ashford Trust president and chief executive officer Stephen Zsigray said: “With the conversions of La Concha and Le Pavillon expected to drive 20%–30% premiums to pre-conversion RevPAR, we continue to strategically position our portfolio to meaningfully outperform in 2025 and beyond.
“The recently announced planned sale of Courtyard Boston Downtown at a very attractive cap rate, along with these two brand elevations, further demonstrates that we are delivering exceptional value within our portfolio, particularly in comparison to our current equity market cap.”
Ashford Hospitality Trust is claimed to specialise in high-end, full-service hotels.
The hotel’s history of hosting esteemed guests such as Ernest Hemingway and President Harry Truman adds to its distinctive character.
Earlier this month, Ashford Hospitality Trust reached a definitive agreement with an undisclosed buyer to sell the Courtyard Boston Downtown for $123m ($390,500 per key).
The deal for the 315-room property is contingent on customary closing conditions and is anticipated to conclude by next month.
