Woodlands Plans Luxury Hotel Amid Surging Demand

**The Woodlands Township Pushes Forward with Plans for $150 Million Luxury Hotel**

**THE WOODLANDS, TX – June 21, 2024** – The Woodlands Township is accelerating plans for a significant enhancement to its hospitality landscape, actively pursuing the development of a new luxury hotel projected to cost between $120 million and $150 million. A study presented to the Township Board of Directors on June 20, 2024, strongly recommended a 200-250 room upscale property to meet booming market demand.

The comprehensive analysis, commissioned by the Township and conducted by hospitality consulting firm R. M. Woodworth & Associates, revealed a dramatic surge in demand for luxury and upscale accommodations in The Woodlands. Consultant Mark Woodworth highlighted that this demand has nearly doubled since a similar market study was conducted in 2020, signaling a robust environment for a property capable of commanding average daily rates (ADR) between $375 and $400.

“The post-pandemic recovery, coupled with The Woodlands’ continued growth as a corporate hub and leisure destination, has created a compelling opportunity,” Woodworth stated during his presentation to the board. “There’s a clear gap in the market for a truly five-star experience that can attract high-end business and leisure travelers, as well as significant convention business.”

Master developer Howard Hughes Holdings, which shapes much of The Woodlands’ commercial and residential growth, confirmed its long-standing evaluation of proposals for such a hotel. Jim Carman, President of the Houston Region for Howard Hughes, reiterated the developer’s commitment to elevating the area’s resort amenities. “We have been actively engaged in this process for several years, seeking the right partner and brand to complement our vision for The Woodlands,” Carman said. “The Township’s study further validates what we’ve seen in the market.”

Howard Hughes owns a prime vacant parcel within the designated “Resort Row” area, a concept established in the early 2000s, which is considered an ideal location for the new development. This area, known for its proximity to The Woodlands Waterway, Market Street, and The Cynthia Woods Mitchell Pavilion, aims to centralize high-end hospitality and entertainment options.

The proposed hotel is envisioned as a destination in itself, designed to significantly elevate The Woodlands’ appeal on a national scale. Renderings and descriptions shared during the board meeting hinted at an array of high-end amenities, including lavish guest rooms, a sophisticated rooftop bar with panoramic views, multiple fine dining options, a full-service spa, and substantial, flexible meeting and event spaces. The strategic goal is to attract a greater share of conventions, corporate retreats, and affluent leisure visitors, further solidifying The Woodlands’ reputation as a premier destination often compared to luxury resort communities like Scottsdale, Arizona.

While The Woodlands currently boasts several highly-regarded properties, including The Woodlands Resort & Conference Center, The Westin at The Woodlands, and the Embassy Suites by Hilton, the Woodworth study specifically identified a market gap for a true luxury, full-service hotel. This distinction emphasizes not just high rates, but an elevated level of personalized service, unique experiential offerings, and globally recognized luxury branding that are currently underserved.

Ann Snyder, Chairman of The Woodlands Township board, underscored the importance of this strategic development. “Enhancing our area’s overall draw is paramount to our continued economic vitality and quality of life,” Snyder remarked. “A luxury hotel would not only attract new visitors and conventions but also provide world-class amenities for our residents and local businesses.”

Should Howard Hughes successfully secure a luxury brand and operator — a process that typically involves extensive negotiations and due diligence — construction could realistically commence within 12 to 18 months. This ambitious timeline projects a potential opening date for the new hotel in late 2027 or early 2028, adding a new dimension to The Woodlands’ burgeoning hospitality sector. The community will be closely watching for updates as the Township and Howard Hughes move forward with this significant project.