Since 2021, Texas Hill Country has undergone a dramatic transformation. The Texas Hill Country, once celebrated for its rustic German heritage and rustic inns, is now emerging into a premier rural luxury getaway destination, fueled by high-end investment, wellness-focused brand and experience-driven development.
Fredericksburg is the latest landmark in the area, as it has been chosen to be the future home of Texas’s first Waldorf-Astoria property. This marks an important moment in the evolution of hospitality for the region.
Waldorf Astoria – Texas Hill Country Conceptual Rendering
Source: Hilton and IMI Worldwide Properties
Waldorf-Astoria to be built in Fredericksburg
The new Waldorf Astoria is backed by Hilton Real Estate Investors and Ohana Real Estate Investors. It will offer these accommodations and facilities.
- There are 60 luxurious hotel rooms, 37 resort Villas, and fifty branded residences each with a private courtyard and plunge pool.
- Spa and fitness centers, multiple pools and a kid’s club
- There are several dining options including an all-day, specialty, bar and lounges, pool bars, grab-and go juice bars, etc.
- A 10,000-square-foot meeting room, which includes a 4-square-foot barn for events.
The development is scheduled to open in 2027 and will combine world-class service along with architectural elements that reflect Hill Country’s unique character. The Waldorf Astoria, however, is not an isolated project. It is part of the broader trend of luxury expansion in the region.
The Hill Country is home to some of the most prestigious luxury hotels in the country
Click on the links below to access property websites
Hill Country hospitality is a growing industry with a variety of high-end, experiential locations:
- Camp Lucy Resort (Dripping Springs), is a luxury ranch of 289 acres with boutique accommodation, fine dining in Tillie’s restaurant, and curated events.
- Miraval Austin Resort & SpaSpa programs, mindfulness retreats, organic cuisine and other amenities are all part of this brand.
- JL Bar Ranch, Resort & Spa Sonora, a remote property with its own private airstrip, is designed for ultra-high-net worth individuals.
- Carter Creek Winery Resort & Spa (Johnson City), a retreat based on a vineyard, offers villa accommodation, a spa of the highest quality, and award-winning wine.
- Canyon Ranch Austin A 223,000-square foot wellness resort, worth $121 million, will be built in Spicewood. It offers spa services, fitness and dining programs, as well integrative health. The brand’s first Texas property is set to open in 2026.
There are several similar projects in the Texas Hill Country, including the new Waldorf-Astoria. The Key Drivers for the Trend There has been an increasing demand for rural luxury travel since the COVID-19 epidemic. Travelers are looking for destinations with a blend of natural beauty, privacy, and elevated service. Investors in the Hill Country have seized this opportunity to create innovative strategies for development. Hospitality Industry: Strategic Implications The trend is reflected in the increasing demand for luxury resorts with a focus on wine and wellness, as well as an expansion of lifestyle and soft-branded offerings. There’s also a rising interest in retreat-style properties and branded residences.
These factors, in turn, present clear opportunities to hotel investors, developers and brand operators. We are advisors for hospitality stakeholders in the region and we see the Hill Country as an attractive market with a long-term sustainable luxury development. Is Your Strategy Keeping Pace? Texas Hill Country is changing the face of luxury travel. Rural destinations have become the latest flagships, as guest expectations and amenities are rising.
HVS partners with you to provide you the latest data. This allows you to take strategic and confident decisions. Connect with Shannon L. Sampson You can also find out more about the following: Bunmi OyinloyeHVS South Texas Hospitality experts can help you evaluate market potential, refine development strategies, and position investments to be leaders in the emerging rural, luxurious landscape.
The following is a list of the most recent articles about Bunmi Oyinloye
Bunmi, Senior Vice President of HVS and leader of the consulting and valuation practices, conducts feasibility and appraisal studies for hotels across Texas and Gulf Coast. Bunmi Oyinloye, Senior Vice President and leader of HVS Houston’s consulting and valuation practice, conducts appraisals and feasibility studies for hotels throughout Texas and the Gulf Coast region. Bunmi has a master’s in Hospitality Management from University of Houston, Conrad N. Hilton College of Hotel and Restaurant Management. She specializes in Finance. Bunmi can be reached at +1 504 250-0891 boyinloye@hvs.com.
The following is a list of the most recent articles about Shannon L. Sampson
Shannon Sampson oversees the Austin and Houston office for the company. He has spent nearly 20 years with HVS and is an expert in providing market and feasibility studies and consulting services for a wide range of asset types including convention and conference centers, luxury resorts and destination hotels, urban luxury hotels and dual-branded and extended-stay properties. Shannon specializes in identifying a project’s appropriate asset class, level of service, and facilities program. Shannon has a bachelor’s from The University of Texas Austin. Shannon works and lives in Austin. Contact Shannon by calling (512) 626-9172 or ssampson@hvs.com.
This article was originally published on HVS.
