Locale, a new “limited service” hotel brand, is coming to the Cayman Islands.

Howard Hospitality Group has announced the launch of Locale, a new kind of hotel concept that will consist of “live and work” guestrooms and lofts catering to the business travel set.

Locale “appeals to the millennial mindset while creating an open inclusive concept for savvy travelers from all walks of life,” the company said in a release.

The hotel will feature food and beverage concepts including Bonfire, an “urban Italian kitchen,” and Swirl, an artisanal Colombian gelato shop.

Locale Grand Cayman will occupy a spot on West Bay Road along the Seven Mile Beach corridor, with a projected opening date in September.

“We are thrilled to officially announce the launch of our new brand, Locale, which lets us continue growing our footprint in Grand Cayman while introducing something truly fresh and new to the market here,” said Howard Sitzer, Chief Executive Officer for HHG. “Grand Cayman is a hotbed of international tourists today, especially millennial business travelers frequenting the island for combined ‘bleisure’ trips.  We have begun crafting a uniquely modern hotel brand we feel will be groundbreaking and inspirational.”

Locale Grand Cayman is the first of what’s expected to be a larger portfolio, with each future property boasting its own distinctive personality.

“We believe there is a definite appetite amongst frequent travelers today, especially those seeking unique out-of-the-box experiences, to be part of a cultural shift – a movement, really – creating the hotel brand of the future,” Sitzer said. “Based on the feedback we’ve already received from core target groups, we believe the future is incredibly bright for a model like Locale and we are excited to see where this takes us, as we eye additional destinations.”

The company, which is also behind the island’s Margaritaville resort, said it would announce more details on Locale Grand Cayman’s on-site amenities and activities in the coming months.

Don’t miss our list of the top Grand Cayman hotels.

– CJ