Wednesday, August 28, 2024 Australia’s largest hotel operator, Accor Pacific, has renewed partnership agreements for more than 40 hotels, encompassing 5,500 rooms across the country. This move underscores Accor’s enduring and robust relationships with some of Australia’s most influential hotel owners. Since early 2022, Accor’s partners have invested over $450 million in renovating and refurbishing their properties.
A significant milestone in these partnerships was reached with the 40th renewal, as Accor secured a long-term franchise agreement with Silversea Investments. This agreement includes substantial investments to refurbish Novotel Sydney Parramatta and Mercure Sydney Parramatta, which will be rebranded as Novotel Sydney Rosehill once renovations are completed. Managed by Trilogy Hotels, these properties are set to gain even greater prominence as Parramatta undergoes massive infrastructure development, and with the upcoming opening of the new Western Sydney Airport in 2026.
Additionally, Sofitel Noosa Pacific Resort, the Sunshine Coast’s premier five-star hotel, has extended its partnership with Accor. The resort is poised to further enhance its luxury offerings on Noosa’s prestigious Hastings Street, with renovation plans set to be announced soon. These renewed agreements and significant investments underscore Accor’s commitment to maintaining its leadership in the Australian hospitality industry while delivering enhanced guest experiences across its portfolio.
Accor Pacific Chief Operating Officer PM&E, Adrian Williams, said Accor’s network of more than 350 hotels in Australia had been built on the strength of the Group’s well-established relationships with international and local hotel owners. “Accor has been operating in Australia for over 30 years now, and a feature of our outstanding relationships with owners is our commitment to ensure their hotels remain at the forefront of the market through elevated guest services, facilities and satisfaction. “We are privileged to have many long-term owner relationships, and our team is continually working with their hotels to ensure they deliver above-market performance.
While owners may initially be attracted to Accor because of the strength of our global brands, loyalty and distribution channels, the level of local on-the-ground support has been an equally powerful incentive for owners to renew partnership agreements with us. “We recently invested in providing even more operational support for our hotels, growing the number of operational leaders based in key cities across the Pacific region so that decisions can be made more quickly and resources allocated to where they are most needed. “We’ve developed the largest hotel management platform in the Pacific with more than 300 above property team members to help support and drive performance for over 200 managed hotels.
We are the only operator to have dedicated operational teams with heads of operations based in Sydney, Melbourne, Adelaide, Perth, Hobart, Launceston, Brisbane, Gold Coast, Sunshine Coast, Cairns, Auckland and Fiji.” Accor Pacific Chief Development Officer, Lindsay Leeser, said: “Separate to our managed network, we have developed the largest dedicated hotel franchise platform, with the largest franchise support team in the market, allowing us to work with franchise owners or third-party operators in a way that suits their business and investment strategies. We have over 30 years of franchising experience, and that really counts for owners operating in such a highly competitive market.
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