The Ace Hotel in New Orleans, known for its trendy vibe and upscale amenities, is set to undergo a major rebranding as it becomes a Hyatt-branded property. The decision comes as part of a broader pullback by the Ace Hotel ownership group across the U.S., according to sources familiar with the planned change.
The downtown hotel, part-owned by Domain Cos., will be transformed into a Jdv by Hyatt, the global chain’s boutique offering of “vibrant, independent hotels.” Additionally, the sister hotel across the street, Maison de la Luz, will become part of the Unbound by Hyatt collection.
The news of the rebrand was shared with Ace Hotel employees at a staff meeting, following earlier notifications to supervisors. Domain Cos. founder and CEO Matt Schwartz declined to discuss the rebrand but mentioned that an official announcement would be made in the coming weeks.
The Ace Hotel, which opened in 2016, quickly became a popular spot in New Orleans, attracting both locals and tourists. However, like many hotels worldwide, the Ace Hotel brand faced challenges during the pandemic, leading to closures of several locations in other cities.
The move to rebrand the New Orleans Ace Hotel as a Hyatt property is seen as a strategic decision to leverage Hyatt’s robust reservation platform and rewards programs. This partnership is expected to help Hyatt grow its footprint in the downtown market and compete against major hotel chains like Marriott and Hilton.