Peachtree Group has surpassed $2 billion in hotel development, bringing its total development portfolio to 48 hotels nationwide.
The company’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, 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, AL, and breaking ground on a dual-branded project in Uptown Dallas.
“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/CEO, Peachtree. “From suburban mainstays to urban landmarks, our team’s adaptability and expertise have been the cornerstone of our success.”
Recent and ongoing projects include:
- Embassy Suites Gulf Shores: 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.
- Tru by Hilton, Huntsville, AL: A 98-room hotel scheduled to open in the fourth quarter of 2025.
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 QOZ developments include:
- AC Hotel by Marriott, Sacramento, CA: This hotel transformed an underperforming surface parking lot into a signature downtown hotel.
- Residence Inn by Marriott, San Antonio: Succeeding an older-generation property, the hotel is taking advantage of a premier location near strong demand drivers in a diverse and growing market.
- Hampton Inn & Suites Maui, Kahului, HI: 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,” Friedman said. “By investing in underserved hospitality markets, we aim to support the growth of neighborhoods and contribute to their development.”
While Peachtree remains committed to its core expertise in suburban, limited-service hotels—exemplified by the Homewood Suites by Hilton project in Louisville, KY—it has also embraced larger, more complex developments in primary markets.
“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.”
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