Hilton opens new soft-branded properties

Hilton has added three hotels to its soft brands (so far) in January.


The luxury LXR Hotels & Resorts collection made its U.S. debut with the addition of the recently redesigned Oceana hotel, a 70-room property in Santa Monica, Calif. The property is owned and operated by JRK Property Holdings.

Interior designer Anna Busta of New York City-based Busta Studio oversaw the hotel’s design, using soothing color palettes, gold metal accents, geometric patterns and extensive wood finishes to create a cool ambiance. Public spaces include restaurants open only to hotel guests, a rooftop lounge, a pool, a spa treatment room and a fitness studio.

“We’re thrilled to be working with a brand like LXR which will enable Oceana to keep it’s intimate, relaxed, yet refined spirit that guests have come to know and love, while providing the support and confidence of being a part of a prestigious collection of hotels and resorts” said Alexandra Landy, EVP, JRK Property Holdings. “Oceana will forever have its roots as a family pursuit and passion to create the ultimate luxury retreat, and I know that this new phase will only further elevate our guest experience.”


In Florida, the Hotel Maren Fort Lauderdale Beach is the latest addition to Hilton’s Curio Collection. The hotel has 141 guestrooms, a fitness center, a yoga studio, an ocean-facing pool deck and a restaurant from Fabio Viviani.

Hotel Maren Fort Lauderdale Beach is located near downtown Las Olas, close to several corporations and The Broward County Convention Center. The hotel is minutes away from the Galleria Shopping Mall and the Las Olas Boulevard.

“We are so excited to open the newest upscale hotel on Fort Lauderdale Beach, bringing the only Curio Collection hotel to Fort Lauderdale. Our brand-new resort-style property will boast spectacular views of the Atlantic Ocean and the Intracoastal Waterway,” said Stuart Levy, the hotel's GM. “We are super excited to partner with celebrity chef Fabio Viviani with his brand-new restaurant, Riviera by Fabio Viviani, located in the lobby, offering indoor or outdoor dining under the moonlight. Hotel Maren will bring excitement to the south end of Fort Lauderdale Beach and we cannot wait to welcome our guests!”


Scholar Hotel Group, which specializes in hotels on or near college campuses, has opened its newest property in State College, Pa., as part of Hilton’s Tapestry Collection. Located one block from The Pennsylvania State University, Scholar Hotel State College has 72 extended-stay guestrooms, 1,250 square feet of meeting space, a fitness center and a lobby marketplace. 

Scholar Hotel State College is located in the historic Glennland Building, which was built in 1933. The history of the building is honored throughout the interiors of the Scholar Hotel’s lobby. 

Scholar Hotel Group acquired the historic building in 2019 and, after extensive renovations, the property has been designed for both overnight guests and those with extended-stay hotel needs. Each guestroom contains a kitchen with refrigerator, a dishwasher, a cooktop or oven, a microwave and cabinets. In addition, the property will get a full-service bar with specialty cocktails and a small plate menu in the first quarter of 2021. 

“We are thrilled to open the Scholar Hotel State College and bring the historic Glennland Building back to life.  We love the State College Community and think the Scholar brings a new standard to downtown, not only with its unique interiors and features, but with its extended-stay-equipped guest rooms,” said Gary Brandeis, president of Scholar Hotel Group. “As a Penn State graduate, it is an honor to introduce the Scholar to State College and the university.”