This article originally appeared on HVS.
The Texas Hill Country has been undergoing a remarkable transformation since 2021. Once celebrated for its rustic inns and German heritage, the region is now emerging as a premier destination for rural luxury escapes, fueled by a wave of high-end investments, wellness-focused brands, and experience-driven developments.
In the area’s latest milestone, Fredericksburg has been selected as the future home of Texas’s first Waldorf Astoria property, marking a pivotal moment in the region’s hospitality evolution.
Waldorf Astoria Texas Hill Country – Conceptual Rendering
Source: Hilton and IMI Worldwide Properties
Spotlight: Waldorf Astoria Planned for Fredericksburg
Backed by Hilton and Ohana Real Estate Investors, the new Waldorf Astoria will offer the following accommodations and facilities:
- 60 luxury hotel rooms, 37 resort villas, and 50 branded residences with private plunge pools and courtyards
- A spa and fitness center, multiple pools, and a kids’ club
- Several dining options, including an all-day restaurant, a specialty restaurant, a bar and lounge, a pool bar, and a grab-and-go juice bar
- 10,000 square feet of meeting space, inclusive of a 4,000-square-foot event barn
The development, which is set to open in 2027, will blend world-class service with architectural elements that reflect the Hill Country’s character. And the Waldorf Astoria is far from an isolated project; rather, this development is part of a broader pattern of luxury expansion across the region.
Notable Luxury Entrants in the Hill Country
Source: Property Websites (Linked Below)
The Hill Country’s hospitality landscape includes a growing list of upscale, experiential destinations:
- Camp Lucy Resort (Dripping Springs) is 289-acre luxury ranch with boutique accommodations, fine dining at Tillie’s, and curated event offerings.
- Miraval Austin Resort & Spa, affiliated with Hyatt’s wellness-centered resort brand, is known for its spa programs, mindfulness retreats, and organic cuisine.
- JL Bar Ranch, Resort & Spa (Sonora) is a secluded property equipped with a private airstrip designed to cater to ultra-high-net-worth individuals.
- Carter Creek Winery Resort & Spa (Johnson City) is a vineyard-based retreat that offers villa lodging, a high-end spa, and award-winning wines.
- Canyon Ranch Austin will be a $121-million, 223,000-square-foot wellness resort in Spicewood, offering spa services, fitness programs, dining, and integrative health. Opening in 2026, this property marks the brand’s first full-scale Texas location.
In addition to these properties and the new Waldorf Astoria, several other similar projects are in the planning stages for the Texas Hill Country. Key Drivers of the Trend Since the onset of the COVID-19 pandemic, there has been a growing demand for luxury travel experiences in rural settings. Travelers are increasingly seeking destinations that combine authenticity with elevated service, privacy, and natural beauty. This shift away from urban centers has opened the door for innovative development strategies, and investors in the Hill Country are capitalizing on this momentum. Strategic Implications for the Hospitality Industry Specific lodging factors resulting from this trend include a growing appetite for wellness and wine-focused resorts, an expansion of soft-branded luxury and lifestyle offerings, increased interest in branded residences and retreat-style properties, and a greater demand for immersive, experience-driven travel outside major cities.
These factors in turn present clear opportunities for hotel investors, developers, and brand operators. As advisors to hospitality stakeholders across the region, we view the Hill Country as a high-potential market for long-term, sustainable luxury development. Is Your Strategy Keeping Pace? The Texas Hill Country is redefining the future of luxury travel. With a rising bar for amenities, design, and guest expectations, rural destinations are no longer secondary; they are the newest flagship opportunities.
When you partner with HVS, you gain access to the most current data, unlocking the nuances of local dynamics and empowering you to make confident, strategic decisions. Connect with Shannon L. Sampson and Bunmi Oyinloye, your local HVS South Texas hospitality experts, to evaluate market potential, refine your development strategy, and position your investment to lead in the emerging rural, luxury landscape.
About Bunmi Oyinloye
Bunmi Oyinloye, the Senior Vice President and leader HVS Houston’s consulting and valuation practice, conducts appraisals and feasibility studies for hotels throughout Texas and the Gulf Coast region. Bunmi formerly worked in accounting and guest service roles at the Sheraton Dallas North hotel and as a Revenue Specialist for Hilton Worldwide, analyzing the performance of Hilton-branded properties and implementing strategies to increase room nights and revenue. Bunmi earned a master’s degree in Hospitality Management, specializing in Finance, from the University of Houston’s Conrad N. Hilton College of Hotel and Restaurant Management. Contact Bunmi at +1 (504) 250-0891 or [email protected].
About Shannon L. Sampson
Shannon Sampson is the Managing Director overseeing the Austin and Houston offices for the firm. With nearly 20 years at HVS, he has extensive experience providing valuations, market and feasibility studies, and consulting services on a variety of asset types, including convention- and conference-center hotels, luxury and destination resorts, urban luxury hotels, dual-branded hotels, and extended-stay hotels. Shannon specializes in identifying an appropriate asset class, service level, and facilities program for proposed projects. Shannon earned his bachelor’s degree from The University of Texas Austin. Shannon lives in Austin and works extensively in the Central and South Texas regions. Contact Shannon at (512) 626-9172, or [email protected].
