Accor has reaffirmed its relationship with local and international hotel owners with the signing of partnership renewal agreements for more than 40 hotels across Australia comprising 5,500 keys.
“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,” said Accor Pacific Chief Operating Officer PM&E, Adrian Williams.
“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.”
A solidified partnership with Silversea Investments through a long-term franchise agreement will see significant investment to refurbish Novotel Sydney Parramatta and Mercure Sydney Parramatta, which will be rebranded to Novotel Sydney Rosehill upon completion of the renovation, with Trilogy Hotels managing both properties.
Sofitel Noosa Pacific Resort also recently extended their partnership with Accor and is set to undergo a renovation to further enhance its luxury positioning.
Since early 2022, Accor Pacific partners have invested more than AU$450 million in hotel renovations and refurbishments, which Williams says is a sign of confidence in its brands.
“This significant investment is a direct commitment to our brands,” Williams said.
“It is a clear and strong affirmation of our partners’ confidence and trust in the quality and value of our brands.”
With a network of more than 350 hotels in Australia, Accor is investing in operational support, including through leadership positions in key cities.
“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,” Williams said.
“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 franchising will continue to play an important role in the company’s growth.
“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,” said Leeser.
“We have over 30 years of franchising experience, and that really counts for owners operating in such a highly competitive market.”