Where Smart Money is Flowing in Hotel Development

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Commercial development of the year for Sacramento

"Five years ago, the land now labeled as 905 Seventh St. in Sacramento, California, was nothing more than a parking lot for light rail commuters. Today, it's home to the city's newest major hotel.

The AC Hotel Sacramento opened in March 2024 after its construction began in January 2022. Downtown Sacramento has been in desperate need of more hotel rooms, and the AC Hotel's arrival helped fill that demand, economic leaders in California's capital city said.

The hotel sits in an opportunity zone, which is land that developers are given extra tax incentives from the federal government to revitalize."

Read Full Article on CoStar News

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In the latest episode of Peachtree Point of View, CEO Greg Friedman interviews Will Woodworth, VP of Investments, revealing valuable market intelligence for hotel investors considering development opportunities in today's landscape.

Market Fundamentals Drive Success

The podcast highlights that successful hotel development hinges on identifying markets with clear supply-demand imbalances. Woodworth notes that occupancy rates above 70% typically signal development potential, while high barriers to entry can protect investments from over saturation. For investors, these fundamental indicators prove more reliable than chasing market trends.

Geographic Hotspots: Southeast and Sun Belt

The conversation identifies the Southeast and Sun Belt regions as particularly promising investment territories. These markets show strong correlation between hotel performance, GDP and gross metropolitan product (GMP), fueled by population shifts and corporate relocations. Texas and Florida stand out as investment hotbeds where both immediate and long-term lodging demand continues to grow.

Opportunity Zone Considerations

Investors exploring Opportunity Zone benefits will appreciate Woodworth's practical perspective. While tax incentives create advantages for investors with capital gains, he emphasizes that successful projects must stand on their own merits regardless of tax benefits. The podcast explores how certain downtown districts and tourist destinations qualify as Opportunity Zones despite their strong fundamentals, creating dual advantages for strategic investors.

Brand Selection Strategy

The discussion offers valuable insights into brand positioning in different markets. Investors should consider how soft-branded properties can create custom experiences reflecting local character while maintaining operational efficiency. This balanced approach allows developments to capture premium rates through distinctive ground-floor experiences while controlling costs through standardized room operations.

Market Selection Criteria

Perhaps most valuable for investors is understanding the selection process for viable markets. At Peachtree Group truly promising development opportunities represent less than 5% of potential deals we review. Investors should similarly exercise discipline, looking beyond surface growth to ensure infrastructure development, corporate presence, and tourism patterns align to support long-term hotel demand.

For investors seeking to navigate the hotel development landscape with greater confidence, this episode provides market intelligence directly applicable to investment decision-making. Tune in to the full Peachtree Point of View podcast for deeper insights into current market conditions and development opportunities.

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ATLANTA (Feb. 3, 2025) – Peachtree Group (“Peachtree”) announced that the firm surpassed $2 billion in hotel development, bringing its total development portfolio to 48 hotels nationwide.  

Peachtree's development journey began 17 years ago with a $10 million Fairfield Inn project in Alabama, establishing its expertise in hotel development with a focus on suburban, highway and tertiary markets across the Southeast and Midwest.

Today, Peachtree has expanded its reach, solidifying its leadership in hospitality development with projects not only in its traditional markets but also in urban infill locations nationwide. Recent milestones include topping out a beachfront hotel in Gulf Shores, Alabama and breaking ground on a dual-branded project in Uptown Dallas, Texas.

"Our early projects taught us how to build efficiently and effectively, setting the stage for the more complex and impactful developments we're delivering today," said Greg Friedman, managing principal and CEO for Peachtree. "From suburban mainstays to urban landmarks, our team's adaptability and expertise have been the cornerstone of our success."

Showcasing its versatility, Peachtree leverages an experienced underwriting and project management platform to strategically expand its footprint into larger urban infill markets nationwide, collaborating with local development partners and pursuing larger investments.

Recent and ongoing projects include:

• Embassy Suites, Gulf Shores, Alabama: This beachfront hotel, the largest in the area, recently topped out and is set to open in summer 2025.
• AC and Moxy Hotel, Uptown Dallas: This 264-room, dual-branded Marriott-branded development broke ground in August 2024 and represents a milestone in urban hospitality development.
• Tru by Hilton, Huntsville, Alabama: a modern 98-room hotel designed for comfort and convenience, scheduled to open in the fourth quarter of 2025.

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These projects and others under construction span the country and highlight Peachtree's ability to execute across a broad spectrum of hospitality asset types, from limited-service properties to high-rise, amenity-rich hotels. Peachtree has been a strong advocate of the Qualified Opportunity Zone (QOZ) program since its inception, strategically allocating capital to drive economic development and to meet the program’s objective of fostering revitalization and growth in underserved communities. Recent examples of Peachtree's success in QOZ developments include:

• AC Hotel by Marriott, Sacramento, California: This hotel transformed an underperforming surface parking lot into a signature downtown hotel and was recently awarded one of the city's Best Real Estate Projects for 2024.  
• Residence Inn by Marriott, San Antonio, Texas: Succeeding an older-generation property, the hotel taking advantage of a premier location near strong demand drivers in a diverse and growing market.
• The Hampton Inn & Suites Maui, Kahului, Hawaii: A 136-room beachfront property and Kahului’s only branded hotel. Positioned to capture demand from both the cruise ports and the primary airport, it is set to open by the end of March.  

The firm has been one of the most active hotel developers in QOZs, having already opened 10 hotels, with another five under construction  and three in the pipeline in these designated areas.

“Hotels are more than just buildings; they are drivers of economic opportunity, creating local jobs and providing paths to meaningful careers in hospitality. By investing in underserved hospitality markets, we aim to support the growth of neighborhoods and contribute to their development,” Friedman said.

While Peachtree remains committed to its core expertise in suburban, limited-service hotels—exemplified by the Homewood Suites by Hilton project in Louisville, Kentucky—it has also embraced larger, more complex developments in primary markets. These projects reflect Peachtree’s commitment to diversifying its portfolio and creating long-term value.

"Our development strategy is about identifying opportunities where we can leverage our learned expertise and push the boundaries of what we can achieve," Friedman said. "Whether it's suburban efficiency, urban complexity or transformative Opportunity Zone developments, our team continues to deliver exceptional results for our stakeholders."

With a proven track record and a forward-looking approach, Peachtree is poised to continue leading the way in hospitality development. The firm's ability to balance efficiency, innovation and social impact ensures it remains well positioned to meet the evolving demands of the market.

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‍About Peachtree Group
Peachtree Group is a vertically integrated investment management firm specializing in identifying and capitalizing on opportunities in dislocated markets, anchored by commercial real estate. Today, the company manages billions in capital across acquisitions, development and lending, augmented by services designed to protect, support and grow its investments. For more information, visit www.peachtreegroup.com.