Oct. 30--The lobby has mesquite driftwood floors and an aquarium with a rare red-carpet anemone from the South Pacific. One spa wall is textured to look like ocean waves. And the rooms feature marble bathrooms, designer furniture, and fine Egyptian bedding.

When The Seagate Hotel & Spa opens in Delray Beach next week, the 162-room luxury, boutique property will stand out in an area better known for family inns and chain hotels. Even after a year-long travel slump, analysts see several reasons why the sea-inspired charmer has a better chance than many new hotels to succeed.

For starters, the Seagate is the latest incarnation of a hotel linked with a nearby private beach club started in 1932. The renovated club – with two restaurants -- boasts hundreds of members, who will receive special hotel deals.

"They have a real loyal beach club membership to pull from," said Peter Ricci, director of hospitality management at Florida Atlantic University in Boca Raton.

Furthermore, analysts say the Seagate has little competition in Delray Beach. The 269-room, Mediterranean-inspired Marriott down the street on Atlantic Ave. caters more to large groups and to a different "brand-oriented" clientele than the guests seeking more chic, independent properties.

"Plus, Delray Beach itself has improved its retail and downtown and gotten quite a few nice comments," said hotel analyst Scott Brush of Brush & Co. in Miami. The city also tends to buy local, with the Chamber of Commerce and other groups frequenting area restaurants.

Still, it's daunting to open an upscale hotel during the worst travel slump in decades.

Luxury hotels have been hard hit, as both groups and individuals trade down to less expensive lodging. Palm Beach County – known for classy resorts – is reeling, with hotel occupancy down 9 percent and rates 17 percent through September, according to the latest data from Smith Travel Research.

But the Seagate's general manager William Sander, who left Boston's noted XV Beacon boutique hotel to nurture the new South Florida resort, sees opportunity.

Sander figures the worst of the slump is over, and with few new hotels opening, "it's a good time to get known."

He's also confident that the hotel owners, HHC Florida LLC led by developer E. Anthony Wilson, have the financial strength to weather what could be a slow recovery.

Wilson and partners own or run several other boutique hotels in New York state and North Carolina, sharing some back-office functions between them. And they use Preferred Hotels & Resorts Worldwide for reservations, moves that help the small, independent hotels better compete with larger chains, Sander said.

For guests, today's tough times mean lower than usual rates and more attention to locals at restaurants, shops and the bar "Jellies" that boasts an aquarium with jelly fish.

Rooms start at $159 a night through Dec. 22 and will likely run $225 to $525 a night in the peak winter season. Guests can use the private beach club less than a mile away, with a custom trolley as shuttle service. Two white Mercedes-Benz sport utility vehicles also are available to take guests to museums, art galleries and other nearby sites.

Locals also are encouraged to enjoy the hotel, built to replace one closer to the beach club that was damaged by Hurricane Wilma in 2005 and razed for condos. Among treats for South Floridians: the street-level spa with a Bikram Yoga studio, live music several nights a week and cuisine by chef Adam Gottlieb, formerly of the Palm Beach Yacht Club.

County tourism officials applaud the Seagate for obtaining LEED certification from the U.S. Green Building Council for such features as energy-efficient lights. Many meeting planners seek out green hotels, and the Seagate expects about 20 percent of its business from small groups.

Tourism leaders also revel in publicity for the newest hotel addition.

"Buzz, "said Steve Crist, vice president of the Palm Beach County Convention and Visitors Bureau. "Buzz is what it's all about."

Doreen Hemlock can be reached at dhemlock@sunsentinel.com or 305-810-5009

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