New owner switches hotel from independent status
The Monarch Beach Resort will once again be part of a luxury hotel chain.
The 400-room, five-diamond hotel in Dana Point announced it’s joining with Hilton to manage and market the resort and will be rebranded as the Waldorf Astoria Monarch Beach Resort & Club. The independent resort was bought by Ohana Real Estate Investors for a reported $497 million in November.
“It’s fitting that the storied Waldorf Astoria brand is coming to Dana Point — which is one of the most iconic beachfront communities in California,” said James Cole, an Ohana partner. ”This partnership will elevate the entire resort experience.”
Waldorf Astoria, with 32 resorts in its portfolio, has a name derived from an iconic New York City skyscraper hotel that is now owned by others. Hotel analyst Alan Reay of Atlas Hospitality says the chain’s marketing muscle will greatly help the resorts, especially in tough pandemic times.
“I think it is a good move as Hilton has very little product in south Orange County, so it should do very well,” Reay said.
Monarch Beach Resort opened in 2001 under the St. Regis chain and after several ownership changes dropped the brand in 2016. The blufftop resort, across the Pacific Coast Highway from the ocean, sits on 162 acres and includes a six-acre private beach club, three swimming pools and its own 18-hole golf course.
“The Monarch Beach Resort’s impeccable product, unmatched service standard and enviable location make it a perfect addition,” said Danny Hughes, president of Hilton’s Americas operations, in a statement.