TRAVEL
GOOD VIBRATIONS
HOTELS READY FOR THE SUMMER CRUSH.
By STEFANI C. O’ CONNOR
Summer is coming and that means it’ s prime vacation time. And not soon enough for the multitude of those having lived through what felt like interminable cold and snow. Good riddance! The good news: Right now, proactive hotel owners, operators and property teams are hard at work preparing their assets for the summer crush.
“ We never stop activating our spaces even in the slower months, so we are always working on activations and prepping for summer,” said Simon Little, area director of sales and marketing for The Asbury Collection, an eclectic pair of properties on the Jersey Shore in Asbury Park, N. J.
The Asbury Collection is owned by iStar, a real estate investment, finance and
development company, and managed by Denver-based Sage Hospitality Group.
Little, a 35-year industry veteran, confirmed the summer season— defined as Memorial Day to Labor Day— is, indeed, the strongest period in terms of performance for the 54-key Asbury Ocean Club and the 110-key The Asbury.
“ Occupancies in the summer range between 85 % to 100 % and average daily rate ranges from $ 600 to $ 1,200 for a regular room. Suites at the Ocean Club can go up to $ 4,200 in peak season,” he said.
As summer locations go, the properties, which are contiguous, are sited about a block from the iconic 1929 Asbury Park Boardwalk fronting the beach and Atlantic Ocean. While only a two-
30 hotelsmag. com May / June 2026