All Accor members rejoice! Accor has announced a further expansion of its footprint in Australia. Following an agreement with Elanor’s accommodation fund, four properties will be joining the Accor network in October.
The rebranding will see the one hotel in Byron Bay, and three in South Australia join Accor. The following hotels will transition to an Accor brand:
- Byron Bay Hotel and Apartments will rebrand to The Sebel Byron Bay
- Barossa Weintal will rebrand to Mercure Barossa Valley
- Clare Country Club will rebrand to Peppers Clare Valley
- Adabco Boutique Hotel Adelaide will rebrand to Mantra Wakefield Adelaide
Following the rebrand, there will be a total of nine hotels in the Elanor Fund operating under the Accor banner.
Rebrandings
The launch of The Sebel Byron Bay will mark the return of Accor to the beachside town after a gap of 5 years. Elements of Byron (an MGallery hotel) left the network in 2020.
In the case of Peppers Clare Valley and Mantra Wakefield Adelaide, refurbishment works are planned prior to the rebrand. This refurbishment is designed to ensure alignment with Accor’s brand standards prior to changing names.
These transformations are being delivered in collaboration with 1834 Hotels, which manages the assets of Elanor’s Fund. They will also oversee day-to-day operations and the brand transitions.
In making the announcement, Adrian Williams, Chief Operating Officer of Accor in the Pacific region, said
We’re thrilled to welcome these outstanding hotels and resorts into the Accor network and to deepen our long-standing partnership with both Elanor and 1834 Hotels. These hotels are well positioned in key regional and leisure destinations and we are confident they will see immediate benefit from our scale, systems and support. By joining our franchise network, each hotel gains access to Accor’s global distribution system and award-winning loyalty programme – ALL Accor. We take a sophisticated and hands-on approach to franchising, working closely with our partners to provide the tools, insights and local support they need to succeed.
Final Words
These four additional hotels add to another three that joined Accor in May. That said, the latest hotels are comparatively small but continues a seeming trend of smaller operators signing up to a larger group.
