New Hospitality Brand LUMARA Resorts Launches with Plans for Expansion in the Southeast

LUMARA Resorts has announced its entry into the hospitality market, focusing on transforming independent boutique hotels. The brand currently encompasses over 13 locations across five destinations and is actively expanding its presence.

The company has outlined plans for a new project, AZUL Siesta Key, an 18-room boutique property that has undergone extensive renovations following hurricane damage. This property is scheduled to open to guests in December 2025. LUMARA Resorts has indicated that additional projects are in the pipeline, though specific details have not yet been disclosed.

Founded in October 2025, LUMARA Resorts aims to revitalize independent hotels through design and guest experience enhancements. The company is led by a team with extensive experience in hospitality development, management, and operations.

The launch of LUMARA Resorts marks a strategic move to cater to travelers seeking unique lodging experiences. The brand’s expansion strategy includes entering new markets and revitalizing existing properties to enhance their appeal and functionality.