The much anticipated new Embassy Suites hotel has officially opened in the heart of Gulf Shores. The project has already made a big splash with locals by offering pool passes to non-guest residents. The Embassy Suites is also providing much needed meeting space for local business.

The new Embassy Suites by Hilton Gulf Shores Beach Resort marked its official debut with a ribbon cutting yesterday. City officials, business leaders, and the hotel’s development team gathered on West Beach Boulevard to open the doors for peak fall travel. The ceremony capped years of planning and nearly two years of construction at the heart of the public beach district. 

The eight-story, all-suite hotel stands at 112 West Beach Boulevard, across from the main public beach and The Hangout. The property features 257 suites, most designed to capture Gulf views. It was developed by a partnership that includes Peachtree Group, Woodbine Development Corporation and DD Partners, with Robins & Morton as the general contractor and PFVS as architect. The hotel began welcoming guests in late July ahead of the ribbon cutting.

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Project costs rose during the build, with the final price tag widely reported around $140 million, up from earlier estimates near $85 million. Construction gained pace in late 2023, reached a topping-out milestone in October 2024, and moved into final finishes this summer. From site mobilization to opening, the buildout spanned roughly 20 months. The scale of the investment signals continued confidence in Gulf Shores as a year-round destination.

Embassy Suites brings a full slate of amenities to the beachfront core. Guests receive a cooked-to-order breakfast and a complimentary evening reception. The hotel includes an outdoor pool overlooking the beach, a fitness center, EV charging, pet-friendly rooms, and room service. A signature rooftop venue, Sound Wave, offers live music and panoramic views. Inside, the property adds about 13,620 square feet of meeting space, anchored by a 7,800-square-foot ballroom for conferences, weddings, and community events.

City leaders say the location supports the pedestrian-friendly beach district and helps extend the tourism season with more meeting and event capacity. With its central address, the hotel sits steps from major festivals and a short walk to Gulf State Park. After yesterday’s ribbon cutting, visitors can now check in for fall weekends, business meetings, and shoulder-season getaways—all within sight and sound of the Gulf.