Hilco Auctions 89-Room Red Roof Inn in Macon, Georgia
Event summary
- Hilco Real Estate will auction the 89-room Red Roof Inn & Suites Macon on September 28, 2026, closing September 30.
- The property, built in 1974 and renovated in 2018, sits on 1.17 acres along Riverside Drive near Interstate 75.
- The hotel offers redevelopment potential, including rebranding as City Express by Marriott.
- Macon-Bibb County reported $476.1 million in tourism spending in 2024, with Riverside Plaza submarket showing 54.7% occupancy and $90.09 average daily rate.
The big picture
Hilco's auction of the Red Roof Inn & Suites Macon reflects the ongoing consolidation in the economy hotel sector, where strategic locations near transportation hubs are prized. The property's redevelopment potential highlights the trend of repositioning assets under stronger global brands to enhance value. Macon's role as a regional economic and cultural center provides a stable demand base, but investors will need to assess the balance between short-term operational performance and long-term growth prospects.
What we're watching
- Auction Dynamics
- Whether the property's strategic location and redevelopment potential will drive competitive bidding above reserve price.
- Rebranding Potential
- How quickly a new owner could execute the rebranding to City Express by Marriott and capture premium pricing.
- Market Demand
- The pace at which Macon's tourism and business travel demand will grow, supporting long-term occupancy and rate increases.
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