For more than four decades, Elite Hospitality has been a name synonymous with quality, vision and long-term investment along Florida’s northeast coast. At the helm is Manoj Bhoola, a second-generation hotelier who has strategically transformed the family business into an industry leader. From Ormond Beach to St. Augustine, Jacksonville Beach to Flagler Beach, Elite Hospitality has evolved into a brand that prioritizes not only financial success but also community impact and experiential hospitality.

A Family Legacy Rooted in Growth

Bhoola’s journey in hospitality began with his father’s bold venture into the industry in the 1980s. Originally from South Africa, the Bhoola family moved to Ormond Beach to escape apartheid and to seek better educational opportunities for Manoj and his siblings. His father, initially intending to retire, found himself drawn into the hotel business after striking a deal to acquire two beachfront properties.

“He was supposed to retire,” Bhoola recalled with a laugh. “But he never could.”

What started as a small investment quickly grew into a vast portfolio. By the time Bhoola joined the business, his father had amassed 26 hotel assets through various partnerships. However, the complexity of managing so many entities with different partners prompted Bhoola and his wife, a CPA, to restructure the company.

The Birth of Elite Hospitality

Rather than navigating the complexities of multiple partnerships, Bhoola and his wife chose to take full control of a select few properties. They started with three hotels in

downtown St. Augustine, launching Elite Hospitality as a fully family-owned operation. Their first development under this new model was the Hampton Inn St. Augustine Beach, which remains in their portfolio today. The goal was clear: focus on long-term generational investments rather than short-term financial gains.

 “We want to build something that would last for decades and be sustainable for the next generation.” Bhoola said.

Since then, Elite Hospitality has expanded into Daytona Beach, Jacksonville and beyond, with a clear emphasis on maintaining direct ownership and management.

Flagler Beach: The Jewel of Elite Hospitality

Among Elite Hospitality’s many ventures, Bhoola speaks most fondly of his latest project in Flagler Beach. “It’s the jewel,” he said.

For years, Bhoola and his family would pass through Flagler Beach on their way to Jacksonville or St. Augustine. They loved the small-town charm, the independent restaurants and the surf-town vibe that distinguished it from other coastal cities. Yet, despite its appeal, the town lacked high-end, experience-driven accommodations.

“It reminded me of a diamond in the rough,” Bhoola said. “It needed something different—something that truly belonged.”

That realization led to Elite Hospitality’s investment in a boutique Margaritaville-branded hotel in Flagler Beach. Unlike traditional franchise hotels, Margaritaville properties focus on unique, immersive experiences tailored to each location. With Bhoola’s vision and the brand’s expertise, the new Flagler Beach hotel will reflect the town’s character while elevating its hospitality scene.

Why Margaritaville?

While many of Elite Hospitality’s properties operate under household names like Hilton and Marriott, the choice to develop a Margaritaville property was deliberate.

“When my wife and I travel, we look for unforgettable experiences,” Bhoola said. “Margaritaville doesn’t just offer a hotel stay—it creates a lifestyle.”

Unlike standard franchise hotels that prioritize reservations and operational efficiency, Margaritaville takes an experiential approach, focusing on atmosphere, ambiance and guest engagement. Their development team works closely with operators to ensure every detail—from bar placement to sound design—enhances the guest experience.

“They’re involved in everything,” Bhoola said. “From ensuring seamless audio-visual integration at the bar, to training bartenders to pour the perfect drink, their attention to detail is unmatched.”

Sustainable Growth in a Changing Market

While many developers are quick to chase expansion, Bhoola believes in thoughtful, sustainable growth. His approach to development is strategic—choosing locations with untapped potential rather than overdeveloped markets.

 “There’s a lot of opportunity along Florida’s coast,” Bhoola said. “Areas similar to Flagler Beach, like Cocoa Beach and Melbourne, still have room for growth but offer a unique experience for travelers.”

Palm Coast, while growing rapidly, does not currently align with Elite Hospitality’s vision. Instead, Bhoola sees Flagler Beach as a prime investment area. With strict building regulations preserving its character, he believes the town’s authenticity will continue to attract visitors looking for a one-of-a-kind experience.

 “We understand and appreciate the rules and regulations. The forefathers of the city and the ones that created the charter knew what type of infrastructure would benefit the city.” Bhoola said. “It ensures that the town remains a true gem, rather than becoming overrun with cookie-cutter developments.”

The Future of Elite Hospitality

As Elite Hospitality continues to expand, Bhoola remains committed to his original mission: creating long-lasting, high-quality experiences while maintaining family ownership and control.

“We’re in this for the long run,” he says. “Every decision we make is about building a legacy—not just for our family, but for the communities we invest in.”

With projects like the Margaritaville Flagler Beach and potential developments in Cocoa Beach and Melbourne, Elite Hospitality is poised to redefine Florida’s coastal hospitality scene. By blending luxury with local character, Bhoola and his team are proving that business success and community enrichment can go hand in hand.

As Florida’s Fantastic Coast continues to evolve, Elite Hospitality stands at the forefront—preserving the past, enhancing the present and building for the future.