Ashford Hospitality Trust announced that its Crowne Plaza La Concha Hotel in Key West, Florida, has completed its conversion to a Marriott Autograph Collection property and is now known as the Autograph La Concha. This conversion follows a $35 million transformative renovation.
The renovation scope, completed by Premier, included transforming the lobby, bar, and restaurant, as well as upgrading the exterior, guestrooms, guest bathrooms, corridors, pool, and meeting space. As part of the renovation, the previously underutilized spa was converted into premium roof-top suites.
Stephen Zsigray, Ashford Trust's President and Chief Executive Officer, stated that the conversions of La Concha and Le Pavillon are expected to drive 20–30% premiums to pre-conversion RevPAR. He emphasized that these brand elevations demonstrate the exceptional value within the company's portfolio and its commitment to strategic positioning for future outperformance.
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