Driftwood Capital is making a major move into the high-end hospitality market with the launch of its new Driftwood Lifestyle & Luxury Division (DLLUX) — a specialized platform focused on managing, investing in and developing luxury and lifestyle hotels.
DLLUX will immediately oversee 12 properties currently managed by Driftwood Hospitality Management, including eight owned by Driftwood-sponsored funds.
The firm is also launching a dedicated investment fund targeting luxury and branded residences in both the U.S. and select international markets, with plans to deploy more than $3 billion in capital.
At the helm of DLLUX is Alinio Azevedo, the former CEO of Aspen Hospitality, whose experience spans leadership roles at Four Seasons Hotels & Resorts and Loews Hotels.
“Travel is evolving towards more immersive and bespoke experiences,” said Azevedo, managing director of 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.”
Driftwood has already invested over $2 billion in luxury and lifestyle projects since 2019, with developments such as the Westin Resort & Spa Cocoa Beach, Fla., Dream Miami and Canopy by Hilton properties in West Palm Beach and Tempe. The company has also repositioned assets like The Scottsdale Resort & Spa and Hotel Rumbao in San Juan, Puerto Rico.
“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 Carlos Rodriguez, Sr., chairman and CEO of Driftwood Capital.
His son, Carlos Rodriguez Jr., president and COO, described DLLUX as more than just an operational shift — it’s a major growth initiative. “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 said.
With DLLUX’s launch and its new investment fund, Driftwood Capital is doubling down on the high-end hospitality sector, aiming to shape the future of luxury travel with a data-driven, investment-focused approach. Since 2015, Driftwood has transacted on over $5 billion in hospitality assets, including new ground-up hotel development projects, cash-flowing hotels and hotel-backed loans.
