What does ‘upscale’ mean and what does the data show?

Originally published in Ocean City Sentinel
by Bill Merritt

To the Editor:

The Boardwalk Subcommittee’s February meeting raised some important questions for Ocean City: Do we actually need additional visitor accommodations—and if so, what kind?

The hotel data presented did not suggest a shortage of rooms. Occupancy trends appear relatively stable across the region.

The presentation did reference a possible interest in more upscale accommodations, though the data source for that conclusion was not identified. However, that idea has also surfaced in community discussions, and is reflected in concepts such as Wonderland Commons, so it is worth examining what “upscale” might actually mean — and what it does not.

While some may see large, self-contained resort environments as equating “upscale,” recent travel research (e.g., Craft Lodging: Why Travelers Are Craving Authentic Experiences More than Ever, Lodging Magazine) suggests that many travelers are seeking alternative high-quality experiential travel opportunities—trips where the hotel and its surrounding community operate together to create the overall experience.

Based on this trend, guests increasingly seek authentic connections to the places they visit, choosing hotels that allow them to engage with local culture, restaurants and attractions rather than remain isolated within a single property. Yes, they want beautiful rooms, not as the centerpiece of their vacation, but rather as a place to rest and recharge from exploring.

That approach aligns well with Ocean City’s long-standing identity as a cohesive resort town, with a symbiotic relationship among the hotels, entertainment, and restaurants, each pushing guests to the other. Visitors come here not to experience a single venue but the entirety of Ocean City — walking the boardwalk, visiting shops, eating at local restaurants and enjoying the beach and amusements. Returning to a beautiful room is a beautiful complement to this experience.

We can see examples of this approach along the Jersey Shore. Congress Hall in Cape May has remained a magnet for visitors for generations, not simply because of its classic beauty, but because of how seamlessly it fits into the surrounding town, in scale, design and its relationship to nearby restaurants, shops and public spaces.

Even new development can follow this model. A new boutique hotel on the Wildwood Boardwalk—The Wild Resort—is scheduled to open for the 2026 season. The project introduces upscale accommodations in a building designed to fit comfortably within that boardwalk environment. While larger than what may fit in Ocean City, it is still relatively modest in scale—not a high-rise resort—and aims to integrate with the surrounding businesses and activity along the Boardwalk rather than wall guests off from them.

There is also an important distinction between boutique, renovated shore hotels, and full-service luxury resorts with extensive amenities and conference capacity. Both may be attractive and successful businesses, but they represent very different development models when shaping zoning policy or redevelopment strategy. Ocean City has historically thrived because visitors circulate throughout the town, supporting a wide network of local businesses along the way.

That kind of interconnected experience is what makes the Boardwalk feel alive—and what thoughtful reinvestment should aim to strengthen. Inclusive resorts can disrupt this energy.

None of this, however, argues against reinvestment. Ocean City should absolutely welcome thoughtful modernization and private investment—but our goal should be investment that strengthens the Boardwalk and the town around it.

The right investment respects Ocean City’s scale and character. It builds upon the culture that has made the Boardwalk special for generations. Most importantly, it strengthens the symbiotic relationship among lodging, restaurants, entertainment and the small businesses that together create the Ocean City experience.

When done well, reinvestment does not isolate visitors behind the walls of a single property. It invites them out into the community—onto the Boardwalk, into local shops and restaurants, and into the shared spaces that make Ocean City feel alive.

In Ocean City, the town—not a single building—is the resort. And it remains, proudly, America’s Greatest Family Resort. That should be our guiding light.

Bill Merritt
Ocean City 2050