Gaylord Hotels

What Gaylord Hotels does

Gaylord Hotels is an upscale convention resort brand operating six large-format properties across six top-tier US destination markets — Nashville (Gaylord Opryland), Orlando/Kissimmee (Gaylord Palms), Denver/Aurora (Gaylord Rockies), Washington DC/National Harbor (Gaylord National), Dallas-Fort Worth/Grapevine (Gaylord Texan), and San Diego/Chula Vista (Gaylord Pacific). The brand operates as part of Marriott International's portfolio with Marriott Bonvoy loyalty integration, and is referenced in conjunction with Ryman Hospitality Properties on certain asset ownership matters. Each resort combines premium accommodations (1,500 rooms at the Rockies flagship), extensive contiguous meeting and convention space (500,000+ sq ft at the Rockies, over one million sq ft across the Aurora meetings ecosystem), water park amenities (SoundWaves, Arapahoe Springs, Cypress Springs, Paradise Springs), award-winning Relâche Spas, and multiple dining venues. Signature differentiated IP includes the 42-year-old ICE! Christmas attraction — featuring over 2 million pounds of hand-carved ice sculpted by 40 master artisans from Harbin, China — and the Warner Bros. Discovery Global Experiences DC-themed Super Hero Summer programming.

The business generates revenue across four primary streams: resort accommodations (rooms and suites), meetings and conventions (event space rental and full-service event planning for corporate clients), food and beverage (multiple restaurants and bars per property), and entertainment and attractions (ticketed ICE!, water parks, seasonal programming), supplemented by licensing and merchandise revenue from brand partnerships. Distribution is hybrid: direct digital channels (gaylordhotels.com, mobile app on iOS/Android, the "Gaylord Hotels Insider" email newsletter), the Marriott.com platform, enterprise field sales with a formal RFP process for meeting bookings, and third-party online travel agencies. Pricing is quote-based for group meetings and events, and package-based for leisure stays (e.g., "Legends in the Making," "Sidekick Stays," summer promotional packages with up to 20% off and $100 nightly resort credit).

The customer base is dual-segment: enterprise corporate meeting planners and event organizers seeking large-scale convention facilities (with the Gaylord Rockies ranked #2 in Cvent's 2026 Top Meeting Hotels, and three Gaylord properties in the Top 10), and family leisure travelers drawn to themed entertainment, water parks, and holiday programming. The brand is currently executing a multi-year capital investment cycle, including a completed $134M Gaylord Palms renovation (2025), Gaylord Rockies' multi-year enhancement plan (Phase Two completed November 2024 with new dining outlets), a proposed 450-room expansion at Gaylord Rockies, and several new product launches including the Mountain View Pavilion event venue (January 2025), Foundry Fieldhouse Sports Bar & Taproom (April 2026), and Topgolf Swing Suite at the Rockies.

Name

Gaylord Hotels

Legal name

Gaylord Hotels (brand operated by Marriott International, Inc.)

Website

https://gaylordhotels.com

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Gaylord Hotels operates six upscale convention resort properties across top US destinations under the Marriott International portfolio, serving corporate meeting planners and family leisure travelers with extensive meeting facilities, signature ICE! and DC-themed entertainment, water parks, and multiple dining venues.

Ownership category

akta.pro rank

Product category

Upscale Resort Hotels and Convention Venues

NAICS

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

SIC

Hotels & Motels (7011), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Luxury MICE & Conference Resorts (THAGACAN)

akta.pro secondary industries

Hotel & Resort Convention Venues (Convention Hotels) (THAHAAAC), Resort/Hotel-Integrated Parks (On-Property Theme/Water Parks) (THAJAEAF), Resort & Hotel Water Parks (On-Property Guest-Access Parks) (THAAABAC)

Keywords

• Upscale resort hotels
• Convention center venues
• Meeting event services
• Hospitality accommodations
• Themed resort attractions

Headquarters

HQ city

Bethesda

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Resort Accommodations: Room revenue from six resort properties offering premium guest rooms across locations in Tennessee, Maryland, Florida, Colorado, Texas, and California. Rooms range from standard to luxury suites.
2. Meetings & Conventions: Convention and meeting space rental, event planning services, and corporate event hosting. Gaylord Rockies offers over 500,000 square feet of meeting space. Properties rank among top meeting destinations per Cvent rankings.
3. Food & Beverage: Multiple restaurants and bars across properties including Copper Table, Garden + Grain, Old Hickory Steakhouse, Mountain Pass Sports Bar, and Relâche Spa dining. New dining concepts added through multi-phase renovation at Gaylord Rockies.
4. Entertainment & Attractions: Revenue from ticketed attractions including ICE! Christmas experience, water parks (Arapahoe Springs, Paradise Springs, SoundWaves, Cypress Springs), and seasonal programming like Super Hero Summer.
5. Licensing & Merchandise: Licensing partnerships with Warner Bros. Discovery Global Experiences for DC-themed programming. Merchandise sales including home fragrances inspired by Gaylord Hotels properties.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Gaylord Hotels operates six upscale resort and convention center properties across the United States, offering luxury guest rooms, extensive meeting and event spaces, water parks, spas, diverse dining venues, and signature seasonal attractions such as ICE! Christmas ice sculpture experiences and Super Hero Summer featuring DC. The brand combines leisure and group convention hosting under a unified resort platform owned and operated within the Marriott International portfolio.

Product overview

Gaylord Hotels is a portfolio of six upscale resort hotels and convention centers located in prime U.S. destinations: Nashville, Tennessee (Gaylord Opryland); Kissimmee, Florida (Gaylord Palms); Aurora, Colorado (Gaylord Rockies); National Harbor, Maryland (Gaylord National); Grapevine, Texas (Gaylord Texan); and Chula Vista, California (Gaylord Pacific). The brand operates as a unified resort platform offering accommodations, extensive meeting and event spaces, water parks, award-winning Relâche Spas, and diverse dining venues. Gaylord Hotels differentiates through signature seasonal attractions including ICE! (the iconic hand-carved ice sculpture Christmas experience), Super Hero Summer featuring DC (in partnership with Warner Bros. Discovery Global Experiences), and All-American SummerFest. Each resort features distinctive amenities such as water attractions (SoundWaves, Arapahoe Springs, Cypress Springs, Paradise Springs), unique dining concepts (Foundry Fieldhouse, Copper Table, Old Hickory Steakhouse, Mountain Pass Sports Bar), and comprehensive meetings services. The portfolio ranked among Cvent's Top Meeting Hotels for 2026, with Gaylord Rockies at #2 and three properties in Top 10.

Differentiator

Problem solved

Functional benefit

Brands

• ICE!: The signature holiday ice sculpture attraction featuring hand-carved ice scenes from Christmas classics, created by master artisans from Harbin, China. Each location features over 2 million pounds of ice sculptures.
• Super Hero Summer featuring DC
• All-American SummerFest
• Relâche Spa
• SoundWaves
• Universe of Light Featuring DC

Products and services

• Gaylord Opryland Resort & Convention Center Upscale resort and convention center in Nashville, Tennessee offering lodging, dining, SoundWaves indoor water attraction, Relâche Spa, and the annual A Country Christmas celebration with ICE! ice sculpture attraction.
• Gaylord Palms Resort & Convention Center Upscale resort and convention center in Kissimmee, Florida near Disney World, featuring Cypress Springs Water Park, ICE! Christmas attraction, and extensive convention space.
• Gaylord Rockies Resort & Convention Center Colorado's largest combined resort and convention center in Aurora near Denver International Airport, featuring Arapahoe Springs Water Park, Relâche Spa, multiple dining outlets, ICE! holiday attraction, and over 500,000 sq ft of meeting space.
• Gaylord National Resort & Convention Center Upscale resort and convention center at National Harbor, Maryland near Washington D.C., featuring ICE! Christmas attraction, Relâche Spa, and meeting facilities.
• Gaylord Texan Resort & Convention Center Upscale resort in Grapevine, Texas in the Dallas-Fort Worth area on Lake Grapevine, featuring Paradise Springs Water Park (10 acres), ICE! holiday attraction, Universe of Light DC lantern attraction, and extensive dining venues.
• Gaylord Pacific Resort & Convention Center Newest upscale resort and convention center in Chula Vista, California (San Diego area), featuring water park and entertainment amenities.
• ICE! Christmas Experience Signature holiday ice sculpture attraction at all Gaylord resort properties featuring hand-carved ice scenes from rotating Christmas themes, using over 2 million pounds of ice sculpted by 40 master artisans from Harbin, China.
• Super Hero Summer featuring DC Summer programming featuring DC Super Hero themed experiences including atrium light shows, scavenger hunts, character dining, and pool celebrations in partnership with Warner Bros. Discovery Global Experiences. Available at four properties: Gaylord Rockies, Gaylord Palms, Gaylord National, and Gaylord Pacific.
• Meetings & Events Services Full-service meeting and event planning services for corporate events, conventions, weddings, and social gatherings, including dedicated planning experts, culinary services, audio visual services, destination management, and event coordination.
• Gaylord Hotels Mobile App Free mobile application available on iOS and Android providing step-by-step directions around resorts and guides to resort events for guests at all Gaylord properties.
• SoundWaves Water Attraction Indoor water attraction at Gaylord Opryland featuring pools, waterslides, and lazy river, recognized by Travel + Leisure as one of the top indoor water parks in the nation.
• Arapahoe Springs Water Park Water park at Gaylord Rockies featuring lazy river, waterslides, rocky grotto, bubblers, water jets, and poolside cabanas with food and drink service.
• Cypress Springs Water Park Water park at Gaylord Palms featuring splash adventures for families.
• Paradise Springs Water Park 10-acre water park at Gaylord Texan featuring pools, waterslides, and family activities.
• Relâche Spa Award-winning full-service spa found at multiple Gaylord properties including Gaylord Opryland and Gaylord Rockies, offering relaxation and wellness treatments.
• Foundry Fieldhouse Sports Bar & Taproom 700-seat sports bar and taproom at Gaylord Opryland featuring food and beer program as part of the resort transformation.
• A Country Christmas Annual holiday celebration at Gaylord Opryland in its 42nd year, featuring ICE! attraction, Cirque-style shows, ice tubing, holiday dining, and festive activities.

Quantifiable outcome

• ICE! attraction: 2+ million pounds of ice sculpted by 40 master artisans from Harbin, China
• +4 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Marriott InternationalcoreStrategic or Co-development PartnerParent company and brand licensor. Gaylord Hotels operates as a brand within Marriott International portfolio with integration into Marriott Bonvoy loyalty program.
• Nashville Public LibraryminorGTM or Marketing PartnerPartnership for 'Cool Reader' program at Gaylord Opryland, promoting children's literacy through book readings and educational events featuring holiday themes.
• Boys and Girls Clubs of MarylandminorGTM or Marketing PartnerPartnership for 'Spread Kindness and Shine Bright' event at Gaylord National in honor of National Unity Day, engaging local youth through community activities.
• L'Evate's Youth Excelling in Learning Leadership programminorGTM or Marketing PartnerCommunity partnership at Gaylord Opryland ICE! attraction, using the Polar Express theme to teach leadership and self-discovery lessons to students.

Scale indicators13 records

Recent moves12 records

Expansion highlights4 records

Broad incumbents

• Hilton Hotels & Resorts: Global hotel operator with substantial convention and meeting infrastructure in major US markets. Overlaps with Gaylord's meeting segment as part of a much wider brand portfolio rather than a specialty convention-resort focus.
• Hyatt Hotels Corporation: Major hotel company with a strong presence in large convention resorts (e.g., Hyatt Regency, Grand Hyatt). Competes with Gaylord for group/convention business across the same major US destinations as part of a broader portfolio.
• Westin Hotels & Resorts: Marriott International brand focused on wellness-oriented hotels with significant meeting and convention capabilities. Competes with Gaylord for group/convention bookings within the same parent company ecosystem.

Direct peers

• Universal Orlando Resort Hotels: Universal-operated resort hotels near Orlando with themed entertainment and large meeting space. Competes with Gaylord Palms in the Orlando family-leisure-plus-convention segment.
• Great Wolf Lodge: Operates a national portfolio of indoor water park resorts with on-site dining, attractions, and family entertainment programming. Highly comparable to Gaylord's resort-plus-water-park plus themed seasonal attraction model.
• Omni Hotels & Resorts: Operates upscale resort and convention hotels with extensive meeting space and destination resort programming in major US markets. Closest competitor in the large meeting-resort category with comparable group-business mix.
• Hershey Entertainment & Resorts: Operates Hersheypark-adjacent resort hotels (The Hotel Hershey, Hershey Lodge) combining themed entertainment with large-scale convention facilities. Comparable integrated entertainment-plus-convention-resort model to Gaylord's ICE!/water park driven properties.
• Kalahari Resorts & Conventions: Large-scale resort and convention properties featuring indoor water parks, theme-park amenities, and significant meeting space. Direct competitor in the convention-resort-plus-waterpark category where Gaylord competes.
• Loews Hotels & Co: Operates upscale urban and destination resort hotels with significant group/meeting capabilities, often co-located with entertainment assets (e.g., Universal Orlando). Comparable group-resort positioning to Gaylord's.
• Walt Disney World Resort Hotels: Disney-owned resort hotels (Grand Floridian, Contemporary, Yacht/Beach Club) integrate themed entertainment, family attractions, and large convention facilities. Comparable to Gaylord in combining destination entertainment with group meeting infrastructure, particularly at Gaylord Palms near Disney World.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/GaylordHotels
• Facebookfacebook.com/gaylordhotels
• Instagraminstagram.com/gaylordhotels
• LinkedInlinkedin.com/company/gaylord-hotels

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries6 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 Gaylord Hotels