Brand Conversion Tracker 2026: Hotel Reflags, Renames and Deflags
Brand Conversion Tracker logs U.S. hotels changing flags in 2026: reflags after a sale, soft-brand conversions, renames, deflags to independent and hotels converting to apartments or condos. Each row links to a public source. For franchise costs behind these decisions, see our franchise fee comparison.
Last updated: October 30, 2026 · Built from the Hotelier Times brand and franchise database; 23 conversions logged.
23Hotel conversions and rebrands logged in 2026
40%Share of Marriott openings that were conversions, first half of 2026
43%Share of IHG openings that were conversions
+24%Growth in Choice Hotels’ U.S. conversion pipeline
Brand-level figures: Hotelier Times Q3 2026 earnings preview (Oct. 17, 2026), from company reports. IHG’s share differs by period: a later Q3 briefing cited 50% of openings and 60% of signings.
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Hotel conversions, 2026
Newest first. Planned changes are marked.
| Date | Hotel | Location | Keys | From → To | Type | Notes (source) |
|---|---|---|---|---|---|---|
| Dec 1, 2026 (planned) | The Greenleigh, River Oaks (former Hotel Derek) | Houston, TX | — | Hotel Derek → Autograph Collection | Rebrand / reopening (soft brand) | Listed as opening Dec. 1, 2026 at 2525 West Loop South. (Hotel & Lodging Association of Greater Houston) |
| Oct 27, 2026 | Best Western Plus San Diego | San Diego, CA | 78 | Best Western Plus → Hyatt Select | Conversion (with sale) | Converting to Hyatt Select after acquisition; $16.5M total project cost. (Hotel Realtor) |
| Oct 27, 2026 | The Cedars Ranch | Wimberley, TX | — | Independent (The Cedars Ranch) → Eddie Bauer Adventure Club | Rebrand (with sale) | To become Eddie Bauer Adventure Club Texas Hill Country with 21 accommodations; stays from summer 2027. (Hotel Realtor) |
| Oct 26, 2026 | The Dunes Hotel | Zion, IL | 92 | Illinois Beach Hotel (independent) → The Dunes Hotel (independent) | Rename / refresh (independent) | Inside Illinois Beach State Park; ExplorUS operates. No brand flag. (Hotel Online) |
| Oct 22, 2026 | Legacy Hotel | Green Bay, WI | — | — → Marriott soft brand (planned; brand not named) | Management change (planned soft-brand conversion) | Dreamscape Hospitality took over management; ownership plans a Marriott soft-brand conversion. (Hotel Management) |
| Oct 19, 2026 | Baymont by Wyndham Midland | Midland, TX | 79 | Hampton Inn → Baymont by Wyndham | Prior conversion (noted at sale) | Formerly a Hampton Inn; sold to Icon Lodging. (Marcus & Millichap) |
| Oct 19, 2026 | Hilton St. Petersburg Bayfront | St. Petersburg, FL | — | Hilton → Branded condo towers (brand not named) | Planned demolition for branded condos | Two 44-story towers, 325 condo units, ~$300M; hotel to close by mid-2028. (Tampa Bay Times via Tampa Bay Beacons) |
| Oct 15, 2026 | Recess Hotel & Club (Manger Building) | Savannah, GA | 221 | Office building → Recess (Left Lane flagship) | Adaptive reuse (office to hotel), new brand | 136 rooms, 23 suites, 62 bunk rooms; membership club; 6,500 sf event hall. (Hospitality Design) |
| Oct 9, 2026 | Corendon South Beach Miami (944 Collins) | Miami Beach, FL | 97 | 944 Collins → Corendon South Beach Miami | Rebrand after sale | Corendon U.S. debut. (The Real Deal) |
| Oct 8, 2026 | The RIVVY, Tribute Portfolio | Chicago, IL | 297 | Hotel 55 Chicago Downtown (independent) → Tribute Portfolio | Conversion to soft brand | 55 E. Ontario St.; Coury Hospitality manages. Lender ACORE took title by deed in lieu in 2025. (Hotel Pulse) |
| Oct 2, 2026 | Former Hilton Houston NASA Clear Lake | Nassau Bay, TX | 229 | Hilton → Compass Hotel by Margaritaville | Conversion / rebrand (redevelopment) | Closed since summer 2026; opening targeted late 2027; lazy river, marina access, 14,000+ sf meeting space. (Talk of Clear Lake) |
| Oct 2, 2026 | Miramar Resort | St. Pete Beach, FL | 50 | 1953 motel (closed after 2024 flooding) → JdV by Hyatt | New soft-brand affiliation (rebuild) | 30 rooms in new 8-story tower + 20 renovated rooms; closed after 2024 hurricane flooding; opening winter 2026-27. (St Pete Catalyst) |
| Oct 2, 2026 | Hotel 505 River North | Chicago, IL | 261 | Royal Sonesta → Independent (Hotel 505 River North) | Deflag to independent (with sale) | Hoodline reported a $21M price; the parties did not disclose one. Manga plans its TOOR lifestyle brand. (Loop North News) |
| Oct 2026 | Hotel Wildemont, Autograph Collection | Mountain Brook, AL | 99 | Grand Bohemian Hotel Mountain Brook, Autograph Collection → Hotel Wildemont (Autograph Collection) | Rename (stays in soft brand) | Kessler Grand Bohemian name dropped; Davidson Hospitality Group operates. Second of four Xenia renames. (Hoodline (citing AL.com)) |
| Sep 15, 2026 | The St. James Hotel Selma, Series by Marriott | Selma, AL | — | — → Series by Marriott | Reopening / conversion to collection brand | Historic hotel at 1200 Water Ave. reopened Sept. 15, 2026; Spire Hospitality operates. Key count (55) appears only in search summaries, so rooms left blank. (Spire Hospitality) |
| Sep 2, 2026 | Hotel Beauden, Autograph Collection | Orlando, FL | — | Grand Bohemian Hotel Orlando, Autograph Collection → Hotel Beauden (Autograph Collection) | Rename (stays in soft brand) | First of four Xenia renames; Davidson Hospitality Group operates. Key count not in the sources read. (Hospitality Net (rebranding announcements)) |
| Aug 27, 2026 | Residence Inn Boston North Shore/Danvers | Danvers, MA | 96 | Residence Inn → 88-unit apartments | Planned conversion to apartments | Zoning approved before sale; keeps Residence Inn flag for now. (Connect CRE) |
| Jul 2026 | Sheraton Salt Lake City | Salt Lake City, UT | — | Sheraton → Closed | Closing after sale (deflag) | The hotel is closing after the sale. (Hotelier Times Deal Map) |
| Apr 6, 2026 | Holiday Inn Denver (3333 Quebec St.) | Denver, CO | 310 | Holiday Inn → About 240 apartments | Planned conversion to apartments | (Hotelier Times Deal Map) |
| Mar 9, 2026 | Delano Miami Beach | Miami Beach, FL | 171 | Delano (closed 2020) → Delano (Ennismore) | Reopening under lifestyle brand operator | Reopened March 9 with 171 rooms after closing in 2020. (Hospitality Design) |
| Mar 1, 2026 | The Bobby Hotel | Nashville, TN | 144 | The Bobby Hotel → The Nash | Rename | Renamed March 1, 2026 after Dec. 2025 sale. (Hoodline) |
| Mar 2026 | Former America’s Best Value Inn | Goodlettsville, TN | 150 | Americas Best Value Inn → Independent boutique (150 rooms to 56) | Deflag and boutique conversion | Bought for $6.2M; 150 rooms to become 56. (CoStar) |
| Jan 13, 2026 | St. Regis Houston | Houston, TX | 232 | St. Regis → The Houston Grand Hotel | Rebrand / deflag after sale | Bought from Host for $51.0M. (Hotel Dive) |
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