DoubleTree by Hilton to Transform into Hotel BellamyDoubleTree by Hilton to Transform into Hotel Bellamy Located on the Southbank Riverwalk in Jacksonville, Florida, the DoubleTree by Hilton hotel will undergo a $14.6 million renovation to become the Hotel Bellamy. The transformation, scheduled for completion in January 2027, will include: * Redesigned guest rooms * Modernized public spaces * Updated building exterior * Renovated pool and sun deck * Revamped food and beverage offerings * Addition of a riverfront restaurant The hotel’s strategic location on the riverfront will position it as a premier lifestyle concept in downtown Jacksonville. The renovation is part of a larger repositioning strategy by Sotherly Hotels Inc., which has invested in a new loan to fund the improvements. The hotel will remain affiliated with Hilton Worldwide under a 10-year lease, operating as a soft-branded DoubleTree by Hilton known as Hotel Bellamy. Soft brands allow independent hotels to partner with larger chains, benefiting from shared resources while maintaining their unique identity. The DoubleTree by Hilton property was originally built as a Hilton hotel in 1967 and acquired in 2005. The renovation aims to revitalize the hotel and attract guests seeking a contemporary and upscale experience in the heart of Jacksonville.
JACKSONVILLE, Florida. – The DoubleTree by Hilton will look different in three years.
According to The Daily Record, news partner of News4JAX, the hotel at 1201 Riverplace Boulevard, on the Southbank Riverwalk, will undergo a $14.6 million renovation to transform into the Hotel Bellamy.
The multimillion-dollar transformation includes a redesign of the guest rooms, public spaces, building exterior, pool and sun deck, existing food and beverage offerings and the addition of a riverfront restaurant concept, TDR said.
“The hotel’s direct riverfront location is ideally suited to reposition the hotel as the premier full-service lifestyle concept in the downtown Jacksonville market. We believe our repositioning strategy, coupled with the strength of the Hilton reservations engine, will make the hotel successful for years to come,” said Dave Folsom, Sotherly’s CEO, in a press release obtained by TDR.
Sotherly Hotels Inc. said the company has refinanced the property with a loan from Fifth Third Bank with “an initial principal amount of approximately $26.25 million, with an additional $9.49 million for hotel improvements,” according to TDR.
The 10-year lease with Hilton Worldwide will see the hotel re-licensed as a soft-branded DoubleTree by Hilton under the name Hotel Bellamy.
According to Smith Travel Research, a hotel data website, a soft brand hotel is a partnership between an independent hotel and a hotel chain.
The project is due to be completed in January 2027.
The property was originally built in 1967 as a Hilton hotel. The DoubleTree hotel was acquired in 2005.
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