Soon to be Ritz-Carlton Fort Lauderdale
Starwood received a big blow with the announcement that the St. Regis Fort Lauderdale will wear the brand of one of its direct competitors. Ritz Carlton said it has agreed to assume management of the Castillo Grand L.L.C-owned hotel on Fort Lauderdale beach.
Starwood Hotels will no longer manage or be affiliated with the resort as of August 11. This announcement of separation was made public last week, and now it looks like the Ritz-Carlton will take over immediately on that August date.
According to the Miami Herald, the swap means more bragging rights for Broward County tourism officials, given the Ritz-Carlton’s image as one of the country’s top luxury brands, competing with Four Seasons. St. Regis targeted the same affluent customers but has a much smaller footprint on the U.S. lodging market.
“We are very pleased to add this outstanding resort to the family of Ritz-Carlton properties in Florida,” Ritz-Carlton President and CEO Simon F. Cooper said in a news release. “Fort Lauderdale is a sought after destination for both leisure and group business.”
