Hilton Grand Vacations Expands Myrtle Beach Footprint with New Oceanfront Resort
Event summary
- Hilton Grand Vacations (HGV) announced Ocean Reserve, its fourth property in Myrtle Beach and eighth in South Carolina.
- The oceanfront resort, developed with Strand Capital Group, will feature 227 suites and is set to open in Q2 2028.
- Construction began in December 2025, with sales launching in July 2026.
- Ocean Reserve will offer premium amenities including indoor pools, fitness centers, and shared access with adjacent Ocean 22 property.
The big picture
HGV's expansion in Myrtle Beach reflects the growing demand for vacation ownership in family-friendly coastal destinations. The company's collaboration with Strand Capital Group underscores a strategic focus on high-growth markets, though it raises questions about market saturation in Myrtle Beach. With 720,000 Club Members, HGV's ability to fill new properties will be critical to maintaining its growth trajectory.
What we're watching
- Market Saturation
- Whether HGV can sustain demand with its fourth Myrtle Beach property amid potential market saturation.
- Construction Risk
- The pace at which construction progresses and potential cost overruns for the 2028 opening.
- Revenue Diversification
- How shared amenities between Ocean Reserve and Ocean 22 will impact occupancy rates and revenue.