Colony Hotel

What Colony Hotel does

The Colony Hotel is a luxury boutique hotel operating since 1947 in Palm Beach, Florida, at 155 Hammon Avenue steps from Worth Avenue and the beach. The property operates 89 guest rooms plus seven exclusive multi-bedroom villas (including the Goop Villa, Chairish Villa, and Cabana Bungalow), the Swifty's poolside restaurant and bar, and a branded retail line called The Colony Edit. It was designated a landmark by the Town of Palm Beach in 2020 and is owned and operated by Andrew and Sarah Wetenhall, who purchased the property in 2016 and expanded into East Hampton with the 2025 acquisition of The Hedges Inn. Headcount is reported in the 101-250 range.

The hotel's commercial model combines room and villa rentals, food and beverage (Swifty's is open to both guests and the public via Resy), private event hosting, and a growing branded merchandise business sold through on-property retail and a Shopify storefront. Distribution mixes direct website/phone bookings with OTA partnerships (Virtuoso, Booking.com, Expedia) and a calendar of brand-driven programming, including a weekly Living Room Series, branded villa collaborations, and limited-edition fashion drops such as the Agua by Agua Bendita x de Gournay swimwear capsule distributed through Moda Operandi. Pricing is quote-based for accommodations, with tiered promotional packages (advance purchase, stay-four-get-five, Florida resident, and seasonal packages). Technology integrations are limited to standard hospitality tooling (Resy, SoulCycle, Boulevard, Shopify) with no proprietary platform disclosed.

The company's core differentiation is brand and real estate rather than technology: its iconic pink facade, de Gournay hand-painted murals, celebrity heritage (Judy Garland, Frank Sinatra), and a continuous cadence of luxury brand collaborations sustain an Instagram-native, social-scene identity that has translated into sustained Forbes, Condé Nast, and Travel + Leisure recognition. Revenue is generated from a diversified base of affluent leisure travelers, event clients, villa guests, and Florida residents, with no single customer materially concentrating risk.

Name

Colony Hotel

Legal name

CH OPCO, LLC

Website

https://thecolonypalmbeach.com

Company type

Private

Founded year

1947

Operating status

Operating

Headcount range

101–250 employees

Short description

The Colony Hotel is a luxury boutique hotel in Palm Beach, Florida, operating since 1947 with 89 rooms, seven branded villas, the Swifty's restaurant, and a lifestyle merchandise line, serving affluent leisure travelers, event clients, and villa guests under family ownership.

Ownership category

akta.pro rank

Product category

Luxury Boutique Hospitality

NAICS

Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211)

SIC

Hotels & Motels (7011), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Beachfront & Coastal Full-Service Hotels (THAGAAAI)

akta.pro secondary industries

Resort-Area Full-Service Hotels (Non–All-Inclusive) (THAGAAAD), Boutique Resorts (Small-Scale Resorts) (THAGADAJ)

Keywords

• Luxury boutique hotels
• Hospitality accommodations
• Hotel dining services
• Wedding and event venues
• Branded hotel merchandise

Headquarters

HQ city

Palm Beach

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Technology or R&D

Revenue model

1. Hotel Accommodations: Room, suite, and villa rentals for overnight guests. Revenue from room bookings across 89-93 guest rooms, suites, and seven exclusive villas. Packages include advance purchase discounts, Florida resident rates, and seasonal promotions.
2. Food & Beverage: Swifty's poolside restaurant and bar serving creative cocktails and fare from sunrise to sunset. Minimum spend requirements, 20% service charge. Dining available to both hotel guests and external visitors.
3. Branded Merchandise (The Colony Edit): Curated retail collection including apparel, accessories, home goods. Includes collaborations with fashion brands sold through hotel shop and online via Shopify store.
4. Event Venue Rental: Private event hosting including weddings, corporate events, and social gatherings. Partnerships with goop for wellness programming and various brand activations.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

The Colony Hotel operates a luxury boutique hospitality property in Palm Beach, Florida offering overnight accommodations across 89 rooms, suites, and seven exclusive branded villas (Goop Villa, Chairish Villa, Cabana Bungalow). The property also runs Swifty's poolside restaurant and bar, event hosting services for weddings and corporate functions, and The Colony Edit branded retail collection sold online and on-site. Revenue is generated through room bookings, food and beverage, merchandise, and venue rentals, with direct booking complemented by OTA partnerships.

Product overview

The Colony Hotel is a luxury boutique hotel in Palm Beach, Florida, established in 1947. The hotel offers a portfolio of accommodation products including 89 rooms and seven exclusive multi-bedroom villas (Chairish Villa, Cabana Bungalow, Goop Villa, and others). The property features Swifty's poolside restaurant and bar, comprehensive event planning services, and The Colony Edit branded retail collection. The hotel has established in-residence partner programs with brands like goop and Dolce & Gabbana, and has launched limited-edition fashion collaborations including Agua by Agua Bendita x de Gournay swimwear. Additional offerings include curated Palm Beach excursions and the Poolside Press newsstand. The hotel positions itself as 'Pink Paradise' with a focus on fashion-forward partnerships, branded merchandise, and experiential stays.

Differentiator

Problem solved

Functional benefit

Brands

• The Colony Edit: The hotel's curated and exclusive retail collection featuring branded merchandise and collaborations.
• Swifty's

Products and services

• Hotel Accommodations Luxury boutique hotel accommodations across 89 rooms and suites plus seven exclusive multi-bedroom villas including branded residences such as the Goop Villa, Chairish Villa, and Cabana Bungalow. Each guest room is customized to be distinctive, with upscale amenities and access to pool, beach, fitness, and spa offerings. Targeted at affluent leisure travelers, couples, and event guests.
• Swifty's Restaurant and Bar Poolside restaurant and bar serving creative cocktails and fare to both hotel guests and external visitors from sunrise to sunset and beyond. Includes a lively bar scene, Sunday bingo nights, and a 20% service charge. Reservations are managed through the Resy platform.
• The Colony Edit Branded Retail Collection Hotel-branded retail collection featuring curated apparel, accessories, home goods, and lifestyle merchandise including Shell Minaudière Clutches, Palm Leaf Beaded Clutches, custom pickleball paddles, and bed and bath items. Sold online through the Pink Purveyors Shopify storefront and on-property in the hotel's retail shop, with prices ranging from accessories to swimwear items priced $310-$850.
• Event Planning and Venue Rental Services Comprehensive event planning and venue rental services for corporate events, weddings, social gatherings, charity galas, and brand activations utilizing the hotel's indoor and outdoor event spaces. Includes custom catering and dedicated event coordination for clients seeking a prestigious Palm Beach venue.
• Palm Beach Excursions and Concierge Services Curated local Palm Beach experiences including Worth Avenue shopping excursions, Lake Trail cycling on custom branded beach cruisers, beach access, and access to nearby cultural institutions and attractions. Available to hotel guests as part of the concierge program.

Quantifiable outcome

• Named 'Pink Paradise' with iconic status - one of Travel + Leisure's most Instagrammable hotels in the world
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature1 record

Partnerships

20 partnerships are on record, tiered core, flagship and minor.

• Moda OperandicoreChannel Partner/ Reseller/ Distributor · 1 June 2026Exclusive retail partner for limited-edition swimwear and resort capsule with Agua by Agua Bendita and de Gournay. Collection launched exclusively online through Moda Operandi.
• Agua by Agua BenditaflagshipStrategic or Co-development Partner · 23 February 2026Colombian fashion brand collaborating with de Gournay to translate The Colony's iconic lobby mural into limited-edition swimwear and resort wear. Collection features one-piece swimsuits, bikinis, pareos, and minidress with hand-finished embroidery. Exclusive launch on Moda Operandi with prices $310-$850. First time the bespoke de Gournay mural adapted into swim and resort wear.
• de GournayflagshipStrategic or Co-development Partner · 23 February 2026Hand-painted wallpaper house whose artwork was adapted into swimwear and resort wear in partnership with Agua by Agua Bendita. The bespoke mural from The Colony's lobby was translated into embroidered fashion pieces.
• Tory BurchminorGTM or Marketing Partner · 1 December 2025American fashion designer co-hosted event celebrating Kristina O'Neill and Laura Brown's book 'All the Cool Girls Get Fired' at the hotel.
• Cabana Magazine (Martina Mondadori) and Ashley HickscoreStrategic or Co-development Partner · 1 February 2025Cabana Magazine founder Martina Mondadori and designer Ashley Hicks collaborated on a 2,000-square-foot three-bedroom bungalow blending Palm Beach elegance with Italian artistry and global design influences.
• Historical Society of Palm Beach CountyminorGTM or Marketing Partner · 1 January 2025Hotel hosted kick-off celebration at Wölffer Estate Vineyard for the Historical Society's grand exhibition 'Wish You Were Here: Tourism in the Palm Beaches.'
• The Hedges InnflagshipStrategic or Co-development Partner · 1 January 2025Andrew and Sarah Wetenhall, owners of The Colony Hotel, acquired this historic East Hampton landmark property (built 1873, listed on National Register of Historic Places). Committed to preserving the property's legacy.
• Fashion Group International (FGI)minorGTM or Marketing Partner · 1 January 2025Sarah Wetenhall received Leadership in Luxury Lifestyle Award at FGI's 41st Night of Stars Gala in NYC, presented by Martha Stewart.
• Forbes Travel GuidecoreGTM or Marketing Partner · 1 January 2025The Colony won Best Luxury Collaboration of the Year at Forbes Travel Guide Summit in Monaco. Owner Sarah Wetenhall and GM Bruce Siegel accepted the award.
• CartierminorGTM or Marketing Partner · 1 January 2025Luxury jewelry brand partnered on Goop 15th Anniversary dinner event at Swifty's restaurant.
• Apple TV+ Palm RoyaleflagshipStrategic or Co-development Partner · 1 November 2024The Colony became the official experiential home of Palm Royale on Apple TV+. Hotel transformed into 1960s retro fantasy world with themed cocktails, desserts, and immersive experiences through January.
• ChairishcoreStrategic or Co-development Partner · 1 January 2024Online home furnishings marketplace collaborated on the Chairish Villa, a 1,624-square-foot shoppable villa featuring vintage and antiques with modern twist that captures local Palm Beach spirit.
• Wölffer Estate VineyardminorGTM or Marketing Partner · 1 January 2024Hamptons-based winery brought its Wine Stand pop-up and Sunset Music Series to the hotel. Joey Wölffer co-hosted wine and cocktail events with Sarah Wetenhall.
• La DoubleJminorGTM or Marketing Partner · 1 January 2024Italian fashion and lifestyle brand made Palm Beach debut at The Colony with intimate gathering as part of the hotel's weekly Living Room Series.
• Petite PlumeminorStrategic or Co-development Partner · 1 January 2024Sleepwear brand collaborated on adult sleepwear sets and sleep masks in exclusive prints for The Colony Edit collection.
• TuckernuckminorGTM or Marketing Partner · 1 January 2024Georgetown-based retailer hosted lunch at the hotel celebrating their sun hat collaboration with Sarah Bray Bermuda.
• Dolce & GabbanacoreGTM or Marketing Partner · 1 December 2023Italian luxury fashion brand operates exclusive pop-up boutique at the hotel. Partnership renewed for multiple seasons with dedicated retail space.
• Aerin LauderminorGTM or Marketing Partner · 1 November 2023Wellness and lifestyle brand hosted events including Williams Sonoma collaboration celebration at the hotel's East Garden.
• GoopflagshipStrategic or Co-development Partner · 1 October 2023Gwyneth Paltrow's wellness brand partnered to create the Goop Villa, a 2,524-square-foot two-bedroom residence celebrating goop's 15th anniversary. Redesigned by Ronen Lev in Parisian meets California modern style with outdoor space and private pool access.
• Society SocialminorStrategic or Co-development Partner · 1 January 2023Home decor brand collaborated on The Colony's first home capsule collection including scalloped headboards, rattan bureaus, and vintage club chairs.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Four Seasons Resort Palm Beach: Beachfront luxury resort on Palm Beach Island. Comparable full-service luxury accommodations, dining, pool and event programming for high-end leisure travellers.
• White Elephant Palm Beach: Boutique luxury property in Palm Beach operated by the White Elephant brand. Closely comparable small-format, design-forward hotel experience.
• The Breakers Palm Beach: Historic, landmark luxury resort on the Palm Beach oceanfront. Competes directly with The Colony for the same affluent leisure, social and corporate event guests in Palm Beach.
• Eau Palm Beach Resort & Spa: Beachfront luxury resort in Manalapan/Palm Beach area. Competes for same affluent leisure segment with full-service amenities and event capabilities.
• The Betsy Hotel South Beach: Independent luxury boutique hotel in Miami Beach with cultural programming and literary focus. Comparable independent boutique positioning.
• The Setai Miami Beach: Iconic oceanfront boutique luxury hotel in Miami Beach. Comparable Florida coastal luxury experience with strong design, dining and event programming.
• The Marlin Coastal (formerly Tideline Palm Beach): Boutique oceanfront hotel on Palm Beach Island. Direct competitor for beach-access boutique stays in the same zip code.
• The Brazilian Court: Boutique luxury hotel near Worth Avenue in Palm Beach. Closest comparable boutique, design-led property in the same micro-market.

Broad incumbents

• 1 Hotels: Hospitality brand with Miami, Key West and South Beach properties. Competes for design- and lifestyle-conscious luxury travellers across Florida.
• Aman New York: Ultra-luxury global hotel brand with NYC flagship. Competes for the same affluent East Coast leisure traveller at the very top of the market with broader brand infrastructure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/the-colony-palm-beach-168288146551181
• LinkedInlinkedin.com/company/colony-hotel
• Instagraminstagram.com/thecolonypalmbeach
• Pinterestpinterest.com/TheColonyPalmBeach
• TikToktiktok.com/@thecolonyhotelpalmbeach?lang=en

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Colony Hotel