Call it the Florida Panhandle or the Emerald Coast, with lively entertainment districts, pristine white sands and clear waters, beaches throughout the region, and into the Alabama coast, regularly rank among the most popular coastal getaways in the U.S. Rising above the region’s natural beauty, however, is what keeps vacationers coming back: high-quality properties that deliver comfort, consistency and a true sense of place.
Although vacation often calls for exploration, travelers need a comfortable basecamp that offers convenience and a glimpse into what makes each destination special. With a variety of hospitality options in high-tourism areas, brands stand out through thoughtful construction and design choices while embracing a local ethos to make every stay an experience. That link between the physical product and demand is showing up in the data: J.D. Power’s 2025 North America Hotel Guest Satisfaction Index (NAGSI) Study tied higher satisfaction to investments in guest-room décor/furnishings and bathroom updates and found overall satisfaction is 68 points higher among guests who use a hotel brand’s mobile app.
In each boutique and luxury property we’ve worked on, we’ve seen repeatable patterns across cycles, brand standards and coastal-market constraints, as well as how construction can further tourism in key markets when paired with a well-informed location and smart design.
Location, Branding and Amenities
For many property brands and developers, site selection hinges on a blend of availability and return on investment and in 2026, speed-to-market. Part of estimating return on investment lies in economic opportunities and unique experiences available in the area, such as celebrations and music festivals.
For example, Robins & Morton’s recently completed Embassy Suites by Hilton Gulf Shores Beach Resort project in Alabama sits on the beachside and directly adjacent to The Hangout, a restaurant and live entertainment venue. The Hangout famously hosts a summer music festival, formerly known as Hangout Fest and recently rebranded as Sand In My Boots. The city also boasts famous events such as its annual Shrimp Festival in the fall, which brings thousands of visitors to the area in need of a place to stay.
In addition to the vibrance of the beachfront experience, the Embassy Suites by Hilton Gulf Shores Beach Resort offers numerous amenities. For example, its retail space is currently occupied by a Starbucks and will soon be home to Sweet Cone Alabama, an ice cream shop. The resort also features Tide & Table, a restaurant with an indoor-outdoor bar and an ocean view; The Cove Bar, a poolside bar with cocktails and light bites; and Sound Wave, an outdoor venue for live entertainment with food and beverage options.
Branding and consistent guest experience also motivate travelers and drive bookings. For instance, Robins & Morton is currently building the latest property in the Compass Hotel by Margaritaville portfolio in Panama City Beach, Fla. The Compass Hotel’s guest experience and the Margaritaville brand will attract travelers to the area through its network of properties, reputation and amenities.
Immersive Guest Experience
For some brands and developers, the allure of a property is in its reflection of the community. Travelers looking for a more authentic local experience are drawn to historic properties or locales that incorporate nods to the area in both design and culinary flavor.
Robins & Morton completed a down-to-the-studs renovation of a former Best Western hotel, transforming it into the Hilton Tapestry – Beal House, a high-end boutique property in Fort Walton Beach, Florida. The hotel’s namesake, Dr. James Hartley Beal, was a pharmacist, educator and early resident of Fort Walton Beach whose vision continues to influence the community today. To honor Dr. Beal and the city’s culture, OTO Development worked with Robins & Morton and Pond—a full-service interior design, architecture and engineering firm—to honor his legacy in the hotel design.
The design is visible from a guest’s first steps in the door, as they’re greeted by a mosaic seashell wall—a tribute to Dr. Beal’s avid seashell collecting hobby. Outside, the pool and bar area features murals painted by a Florida Panhandle-based artist. Adaptive reuse also requires a different level of preconstruction diligence—including unknown existing conditions; mechanical, electrical and plumbing constraints; and tighter phasing, so design intent and opening dates stay protected.
Although hotels tend to be havens for tourists, the former Best Western had become a gathering place for locals too, with many residents meeting there for cocktails and small bites. To preserve local rituals, OTO Development upgraded the hotel’s kitchen, restaurant and bar while maintaining its previous intimate ambiance, creating Remedy Coastal Kitchen and Bar.
In addition to its on-property features, the hotel is located less than a mile from major city attractions, including the Destin-Fort Walton Beach Convention Center, Gulfarium Marine Adventure Park and Okaloosa Island Boardwalk.
Engaging the Right Construction Partner
When embarking on new construction or renovation projects for tourism-driving properties, one of the most important decisions a brand or developer makes is its choice of construction partner. General contractors and construction managers are responsible for executing the intricate designs while maintaining the budget, schedule and quality of the finished property—the foundation for protecting an investment.
Choosing a partner with repeat hospitality experience and a transparent preconstruction process is essential. For example, coastal properties often require unique approaches for energy and water management infrastructure, indoor/outdoor pools and commercial kitchens. Additionally, they require resilient design components and compliance with both the U.S. Fish and Wildlife Service and the Environment Protection Agency, including dune protection and turtle-friendly lighting. Pairing an understanding of the client’s budget and experience with these elements means asking the right questions, suggesting smart swaps for cost management, drawing upon lessons learned with the installation of high-end finishes and bringing vetted solutions to the table for requested changes. Equally important in 2026 is the procurement strategy for long-lead items such as elevators, kitchen equipment, switchgear and specialty glazing, which can make or break an opening tied to peak season.
While delivering a high-quality hotel or resort on time and within budget is the primary measure of success for a construction team, the reward is the property’s legacy. Knowing that the construction and design team’s efforts will become part of core memories, drive tourism and contribute to the economic success of the community is what makes building hospitality properties especially meaningful.
Story contributed by David Green, commercial division manager, and Matt Self, project director of construction firm Robins & Morton.
