Armidale’s Alluna Motel is set to be transformed into a relaxing upscale retreat next year, reopening under Choice Hotels’ independent Ascend Hotel Collection.
Run by local family, the Mitchells, the Armidale property will undergo extensive renovations early next year and introduce a new wellness centre by mid-2025.
“We’re excited to bring something new and fresh to Armidale,” said Phill Mitchell.
“We want to create an experience, so people leave feeling like they want to come back.
“There’s nothing like the wellness centre and bathhouse and it will give locals and visitors a new way to unwind.
“This motel is a key part of the broader economic growth in Armidale and the surrounding New England region. The property’s proximity to New England’s renewable energy zones means it is well-positioned to cater to the influx of workers in the area, as well as leisure guests.”
“We want to highlight a regional look through a neutral colour palette and the introduction of wood and texture in the rooms, while at the same time tapping into a 70s-inspired, mid-century look with curves and vertical tiles,” said Mitchell.
The Ascend Hotel Collection is a portfolio of soft-branded boutique, historic and resort hotels.
As part of the upgrade, the property’s retro swimming pool will be maintained, rooms will be overhauled to reflect a mid-century modern aesthetic, with updated furnishings and curated vintage crockery sourced from local op shops.
The wellness offering – which will be accessible to the public – will feature hot and cold therapy areas and a bathhouse.
The Mitchell family previously worked with Choice on another Armidale property, which changed hands in 2023 and Phill is confident the partnership will help the business secure larger corporate bookings.
“Having worked with Choice in the past to successfully grow our previous regional property, we were eager to re-enter the hotel market with Choice,” said Phill.
“Being part of Choice Hotels gave us access to corporate markets in regional areas – something we couldn’t do alone. Business advice and support, especially through tough times, including during Covid, was also a big plus.”
Choice Hotels CEO, Trent Fraser, welcomed the Mitchells’ decision to return to Choice Hotels.
“It’s all about being in business for yourself, but not by yourself,” Fraser said.
“Having multiple franchisees re-enter and expand within our network highlights the strength of the Choice Hotels’ system.
“This showcases the power of our franchise model, which provides business owners with the tools they need to succeed independently, while being part of a broader community of hotel owners and leveraging the power of the Choice Hotels brand.”