Innisfree Hotels has officially broken ground on a $100 million Hampton Inn & Suites development on Pensacola Beach. Known as “Project Omega,” the facility is expected to open in 2028 and will feature 215 rooms, a 170,000-gallon lazy river with a water slide, and a two-story bar and grill.
Company leadership, including founder Julian MacQueen, described the site at 20 Via De Luna Dr. as the final viable beachfront hotel development available in the commercial district. The project replaces an older Hampton Inn property originally opened in 1994.
Beyond the physical expansion, the development is projected to create 150 permanent jobs. According to MacQueen, the hotel is expected to generate approximately $16 million in annual local sales taxes, including $4.4 million in Tourism Development Council funds—a critical revenue stream for local tourism marketing. Escambia County District 4 Commissioner Ashlee Hofberger noted that the developers are funding the project privately without seeking county tax breaks or financial incentives.