Endeavor, Cox Pay $220M for Atlanta-Area Hotel
The luxury property serves as hospitality anchor for a $1 billion mixed-use district.
Endeavor Real Estate Group and Cox have acquired The Hotel at Avalon, a 330-key hotel in Alpharetta, Ga., for $220 million, according to Krugman Insights. Crescent Real Estate sold the luxury asset and Eastdil Secured Savills advised on the disposition.
Crescent had purchased the hotel in September 2020, amid the hospitality industry’s pandemic-era downturn, on behalf of its GP Invitation Fund II. HEI Hotels & Resorts served as property manager.
Opened in 2018, The Hotel at Avalon is a 191,285-square-foot building at 9000 Avalon Blvd., close to the city’s downtown area.
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The property is near Georgia State Route 400, Highway 12 and U.S. Route 19, all important transportation arteries serving as Alpharetta’s technological corridor and connecting the city to the broader Atlanta metro. Downtown Atlanta is 27 miles away while Hartsfield-Jackson Atlanta International Airport is 36 miles southeast.
The Hotel at Avalon features guest rooms and suites ranging from 355 to 1,100 square feet, with hardwood floors, fireplaces and custom furnishings. Amenities at the pet-friendly property include a second-floor swimming pool, a fitness center, on-site restaurant, event venues and three and a half levels of parking with 407 spaces.
The building also includes Alpharetta Conference Center, a 65,000-square-foot corporate venue developed in partnership with the city of Alpharetta. It has 44,000 square feet of flexible meeting space, 18 separate rooms, a ballroom and the capability of hosting up to 1,200 people.
The Hotel at Avalon serves as the primary hospitality anchor for the broader Avalon mixed-use district. Completed in phases between 2014 and 2017, the $1 billion, 86-acre walkable neighborhood comprises roughly 2.3 million square feet of retail, dining, office and entertainment space and more than 600 luxury rental apartments and single-family homes.
Georgia’s hospitality sector improves
Georgia’s hospitality industry has seen improving fundamentals during the second quarter of 2026, according to a recent report by Colliers. The sector’s rebound was tied to major events including the 2026 FIFA World Cup hosted in Atlanta and the Masters Tournament in Augusta, Ga.
Hotel investment accelerated, with the statewide sales volume over the past 12 months reaching its highest level since the first quarter of 2023, the report shows. A more recent deal involved a 641-key, full-service hotel that changed ownership in Atlanta. Machine Investment Group and Lionshead Capital Partners bought Atlanta Airport Marriott, planning a comprehensive renovation program.
Development also remained active in the Big Peach, with 2,331 rooms underway as of June. One of the ongoing projects is the 261-key Virgin Hotel at Centennial Yards, the $5 billion, 50-acre mixed-use development in the city’s downtown. CIM Group and Centennial Yards Co., along with the Drew Co., are developing the property slated for a 2027 opening.
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