The 13 Hotel, an ultra-luxury establishment in Macau, has reopened its doors after years of dormancy and financial struggles. Despite its parent company being declared bankrupt and a failed auction attempt earlier this year, the hotel is now operating on a limited basis. According to TDM Radio Macau, the hotel still holds a valid operating license until December 31st, with a renewal expected between October and the end of the year.

The Macau Government Tourism Office (DST) has confirmed that the hotel’s reopening coincides with ongoing renovation works. The 13 Hotel, located at the end of the Cotai Strip, was initially envisioned by extravagant Hong Kong businessman Stephen Hung. The hotel struggled to attract clientele despite its grand aspirations, partly due to its inability to secure a partnership with one of Macau’s six gaming operators for a satellite casino, according to Asia Gaming Brief.

In previous filings with the Hong Kong Stock Exchange, it was revealed that the hotel’s operator had been in discussions with Melco, an international gaming operator led by Lawrence Ho, about operating a casino. However, during the initial stages of the collapse of The 13’s parent company, Melco’s executive denied any involvement in helping the hotel establish a casino.

Challenges and Strategic Changes

The property, which underwent several name and management changes—from Paul Y. Engineering to Louis XIII and later South Shore Holdings—has faced challenges, particularly with its location. As industry expert Ben Lee pointed out, the hotel’s distinctive yet questionable aesthetic failed to keep up with contemporary trends. “The design, while it may have been appropriate at a certain point in time when they finally did get it built, was out of touch,” Lee noted.

The 13 Hotel, recognizable by its cherry-red exterior and large faux diamond at the top, was meant to attract ultra-rich clients. Guests were shuttled in via a fleet of 30 custom-made Rolls-Royce Phantoms, which cost about $20 million. However, most of these luxury cars have since been auctioned off. The hotel also failed to target the ultra-rich segment accurately and could not offer a casino due to China’s anti-corruption measures and Macau‘s table cap policies.

Current Status and Future Prospects

With 199 rooms, The 13 initially hoped for up to 66 gaming tables. Despite its financial woes, real estate group Jones Lang La Salle put the property up for auction at a starting price of HK$2.4 billion, but the attempt was unsuccessful. Now, the hotel is reopening with limited services while undergoing extensive renovations. The property is reportedly fully booked until late September, with bookings currently only accepted via phone or walk-in, as online bookings are unavailable.

Three restaurants are currently operational at the hotel, though parking and chauffeur services are unavailable. The property’s long-term prospects remain uncertain as it navigates financial recovery and renovation efforts. It remains to be seen how management will proceed and what the future holds for this once high-profile project.