B Hotels & Resorts returns to Fort Lauderdale

Weston-based B Hotels & Resorts will begin rolling out its lifestyle hotel brand at the former Sheraton Fort Lauderdale Beach Hotel. The Sheraton officially ended its affiliation with Starwood Hotels & Resorts on Tuesday.

The 486-room hotel will be renamed B Ocean Resort. The Sheraton Fort Lauderdale Beach will rebrand as a B lifestyle hotel effective Dec. 3, 2014.

The hotel was built by George "Bob" Gill Jr. Connecticut-based private investment firm Starwood Capital Group bought the hotel from the Gill family in 2005 and was its owner until recently.

FREE DAILY NEWSLETTER

Like this story? Subscribe to Operations!

Hospitality professionals turn to Operations as their go-to source for breaking news on guest rooms, food & beverage, hospitality trends, management, and more. Sign up today to get news and updates delivered to your inbox daily and read on the go.

B Hotels' rebranding of the Sheraton coincides with the sale of the oceanfront hotel to Insite Group and its partners. That sale transaction is expected to close today.

Suggested Articles

Targeting millennials, the property uses both self-serve technology and a dedicated hub with co-working spaces, dining and entertainment.

320 Guest Ranch is a 58-cabin property near Big Sky, Mont. and 45 minutes outside of Yellowstone National Park.

The newly formed Advantage Hotels has acquired Advantis Hospitality Alliance’s midscale and economy brands Vista and Select Inn.