St. Pete Beach, one of Florida’s most sought-after coastal destinations, is preparing to welcome a brand-new addition to its shoreline with the grand opening of The Luce, a Tribute Portfolio Hotel, on March 15, 2026. Positioned along the sweeping sandy beaches and shimmering Gulf waters, The Luce aims to redefine what a contemporary Florida getaway can look like. With 200 stylish rooms, including bungalow studio suites and beach-inspired finishes, this reimagined property blends boutique individuality with modern sophistication.
The Luce marks a significant new chapter for St. Pete Beach’s evolving hospitality landscape. Once a beloved boutique hotel cherished by travelers for its personality and charm, the property has undergone a thoughtful transformation to join Marriott’s Tribute Portfolio, a curated collection of independent hotels celebrated for their distinctive style and memorable guest experiences. By becoming part of this global portfolio, The Luce preserves its expressive character while benefiting from international brand recognition and global loyalty offerings.
A Modern Coastal Retreat with St. Pete Personality
St. Pete Beach has long cultivated a reputation for its lively beach culture, creative spirit, and relaxed atmosphere. The Luce captures this essence through contemporary coastal design and a thoughtful blend of colors, textures, and regional influences. The result is a hotel that feels sophisticated yet unmistakably Floridian, paying homage to the playful energy that defines the Gulf Coast.
The 200 rooms include a selection of bungalow studio suites that elevate the guest experience with added space and comfort. Interiors showcase a breezy coastal aesthetic with natural materials, tropical tones, and curated décor inspired by the city’s arts community and beach lifestyle. Guests can expect modern amenities, generous layouts, and convenient in-room touches designed to accommodate both weekend escapes and extended stays.
Where Every Stay Feels Like a Celebration
Beyond the accommodations, The Luce is designed to serve as a destination in itself. Its location places travelers steps away from one of the Gulf Coast’s most iconic beaches, renowned for its sunsets, warm waters, and powder-soft sand. The hotel offers access to a range of leisure spaces, from poolside lounging areas to outdoor gathering spaces ideal for celebrations, social events, or simply soaking in the Florida sunshine.
This versatility makes The Luce an appealing choice for a wide range of guests—romantic travelers, families, groups of friends, and event-goers alike. Whether someone is visiting for a beach wedding, a long weekend, or a laid-back celebration, the hotel supports both relaxation and entertainment in equal measure.
A Boost for St. Pete Beach Tourism
The opening of The Luce arrives during an exciting period for tourism in St. Pete Beach and the broader Tampa Bay area. The region has experienced significant growth thanks to improved air connectivity, cultural investments, and heightened traveler interest in coastal American getaways. With its vibrant arts institutions, waterfront dining, outdoor recreation, and walkable beach neighborhoods, St. Pete Beach continues to rank highly among U.S. beach destinations for leisure travel.
The Luce’s arrival enhances the diversity of accommodations available to visitors and strengthens the area’s reputation for boutique-style hospitality. Its connection to Tribute Portfolio introduces a distinctive independent-hotel flair that attracts travelers seeking personalized and experience-focused stays rather than purely traditional resort offerings.
Exclusive Opening Offer for Marriott Bonvoy Travelers
To celebrate its debut, The Luce is offering a special limited-time promotion for Marriott Bonvoy members: guests who book stays through March 31, 2026 will earn 3,000 points per night. For many travelers, this allows them to enjoy a fresh new hotel while also accumulating valuable loyalty rewards that can be redeemed for future stays, upgrades, and experiences well beyond St. Pete Beach.
The loyalty program’s involvement underscores Marriott’s continued investment in Florida’s coastal hospitality offerings and gives Bonvoy members yet another reason to explore the Gulf Coast.
Explore the Best of St. Pete Beach and Beyond
The Luce’s prime location allows guests to enjoy the very best of St. Pete Beach and nearby attractions. From pristine beaches and water sports to cultural excursions and culinary exploration, the region offers travelers a rich menu of experiences. Among the must-see highlights are:
• St. Pete Beach’s shoreline, ideal for swimming, paddleboarding, and sunset walks
• Downtown St. Petersburg, home to art galleries, markets, nightlife, and waterfront parks
• Renowned museums, including institutions showcasing both modern and classical art
• John’s Pass Village, a popular hub for shopping, boating, and marine activities
The ease of access between beach life and urban culture adds to the destination’s enduring appeal.
A New Coastal Classic in the Making
With its opening set for March 2026, The Luce is positioned to become one of the standout hotel additions on Florida’s Gulf Coast. Its creative design, lively atmosphere, and thoughtful accommodations provide a compelling retreat for travelers seeking a modern boutique experience by the sea. As St. Pete Beach continues to attract visitors from across the country and around the world, The Luce is set to play an exciting role in shaping the next chapter of its tourism story.
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