A Rose by any Other Name....

In a move that sent ripples through our little corner of Southwest Florida, the Sunseeker Resort—that sweeping 785-room property along Charlotte Harbor—has officially been rebranded as Curio Collection by Hilton.

 

This change comes after Allegiant Travel Co., who originally developed the resort, sold it to Blackstone Real Estate for $200 million. The formal rebrand has now taken place under Hilton’s Curio Collection flag, with Pyramid Global Hospitality handling the management duties.

 

Hilton’s take on the property promises elevated luxury: waterfront views, rooftop pools, a golf course, a spa, 60,000 square feet of meeting space, and all the Curio-branded bells and whistles. Guests will also have access to Hilton Honors perks—a decidedly upscale upgrade for travelers. 

But here’s the thing: this is the Sunseeker, and locals know it as that. Maybe some marketing emails will drop the “Sunseeker” bit for good, but down at Ollie’s Bargain Outlet or the Chevron across the street, everyone’s still calling it Sunseeker.

 

After all, it rose from delays, fires, and hurricanes before finally opening just two years ago—now a towering, familiar backdrop to daily life.

 

So, no matter how many times they slap a new label on it—Hilton, Curio, Florida Gulf Coast—are you going to start calling it "The Hilton?

 

Let's face it....for us locals, it’ll always be the Sunseeker, even if the lobby now accepts Hilton Honors points.  Located, of course, right on the Gulf of America!