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Florida’s luxury hotel boom spurs record resort transactions

Recent sales topping $1 million per key underscore confidence in trophy assets benefiting from affluent travel demand
The 582-room Ritz-Carlton Orlando Grande Lakes, shown, and the 1,010-room JW Marriott Orlando Grande Lakes are under contract for $1.38 billion. (CoStar)
The 582-room Ritz-Carlton Orlando Grande Lakes, shown, and the 1,010-room JW Marriott Orlando Grande Lakes are under contract for $1.38 billion. (CoStar)
CoStar Analytics
August 18, 2026 | 7:18 P.M.

Thanks to the bifurcation trend, gains in hotel room revenue across Florida's luxury properties are more visible than ever before. In particular, luxury properties are attracting attention from large institutional investors, ranging from real estate investment trusts, or REITs, to private equity firms. Several massive transactions took place recently in Florida or are under contract to close in the coming days, underpinning the strength of trophy assets in resort locations.

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