SHERIDAN, WYOMING – Feb. 12, 2025 – Driftwood Capital has announced the launch of its new Driftwood Lifestyle & Luxury Division (DLLUX), a platform encompassing management, investment, and development. This new division will be led by Alinio Azevedo, former CEO of Aspen Hospitality.
DLLUX: A New Era for Luxury Hospitality
At its inception, DLLUX will assume oversight of 12 assets currently managed by Driftwood Hospitality Management, with eight of these also owned by Driftwood-sponsored funds. This move signifies Driftwood's continued expansion into the luxury, lifestyle, and branded residences sector. Since 2019, the firm has invested over $2 billion in this sector, including developments like the Westin Resort & Spa Cocoa Beach, FL; Dream Miami; Canopy by Hilton West Palm Beach; and Canopy by Hilton Tempe, as well as value-add repositionings such as The Scottsdale Resort & Spa and the Hotel Rumbao, a Tribute Portfolio Hotel by Marriott in San Juan, PR.
A Dedicated Investment Fund for Luxury Experiences
Beyond the operational consolidation, Driftwood is launching a dedicated investment fund focused on lifestyle, luxury, and branded residences, also under the leadership of Azevedo. This new fund will target select markets across the U.S. and international locations that meet the fund’s specific criteria. With planned capital deployments exceeding $3 billion, the fund will strategically invest in assets that cater to the evolving preferences of affluent travelers.
Adapting to the Changing Landscape of Travel
“Travel is evolving towards more immersive and bespoke experiences,” said Azevedo, managing director, DLLUX. “Our fund is designed to tap into this trend, offering a disciplined approach to growth and ensuring Driftwood remains at the forefront of the upscale hospitality market.”
A Seasoned Leader at the Helm
Azevedo's career in hospitality began at Cardel Hotels with Carlos Rodriguez Sr., chairman/CEO, Driftwood Capital. His extensive luxury hospitality experience includes leading development and acquisitions efforts in the Americas for Four Seasons Hotels & Resorts, as well as spearheading expansion efforts for Loews Hotels in Miami and New York. Most recently, Azevedo served as CEO of Aspen Hospitality, where he directed the company’s management and expansion strategies while overseeing operations of its portfolio of owned and operated hotels, residences, and private ski clubs, including the Little Nell Aspen, Little Nell New York, and the growth of the Limelight brand.
Reinforcing a Commitment to Elevated Experiences
“Driftwood is reinforcing its commitment to delivering elevated experiences that resonate with today’s discerning traveler while aligning our investors with where we see the greatest growth opportunities in hospitality investing,” said Rodriguez Sr.
Driving Growth Through Strategic Consolidation
Carlos Rodriguez Jr., president/COO, Driftwood, emphasized that the new division represents more than just a structural change—it is a significant growth driver. “By unifying our assets under a single, focused platform, we are better equipped to respond to market trends and deliver superior returns to our investors,” he added.
Looking Ahead: Continued Growth and Innovation
The launch of DLLUX and the associated investment fund mark a significant step in Driftwood Capital's continued growth and innovation within the luxury hospitality market. The company's focus on delivering bespoke experiences and adapting to the evolving preferences of affluent travelers positions it for continued success in this dynamic sector. With a seasoned leadership team and a substantial investment fund, Driftwood Capital is poised to capitalize on emerging opportunities and further solidify its position as a leader in the luxury hospitality space. The company's commitment to strategic investment and operational excellence ensures that it will continue to deliver exceptional value to its investors and create unforgettable experiences for its guests. This move solidifies Driftwood's commitment to the luxury and lifestyle sectors of hospitality and positions them for substantial growth in the years to come. The company is confident that this new structure will allow them to better serve their guests and investors alike.
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