With experiential travel in high demand, the future remains bright for boutique hotels, according to Accor Vice President Development, Pacific, Brett Forer.
During my 16 years in development at Accor, I’ve witnessed the incredible surge in demand for boutique and collection brands. These segments are now among the fastest growing in the hotel industry, with the luxury, premium and midscale categories all seeing rapid expansion. Guests today are not just looking for a place to stay; they are socially connected, worldly travellers seeking personalised, authentic, and uniquely local experiences.
Whether in city or regional locales, hotels that offer a unique identity – be it through distinctive design, rich heritage, or an exceptional location – are captivating travellers who desire more than just accommodation. They seek accommodation that elevates their travel experience and provides a sense of occasion.
Ennismore, the fastest-growing lifestyle hospitality company where Accor holds a majority share, exemplifies this trend. We are thrilled to introduce three highly anticipated hotels in Australia over the next year – 25hours Hotel The Olympia in Sydney, Mondrian Gold Coast and Mondrian Residences Gold Coast at Burleigh Heads, and Hyde Perth – all making their Australian debut in 2025. In New Zealand, Ennismore will open JO&JOE Auckland next year.
Our new Handwritten Collection brand is also perfectly positioned to capture the growing demand in the boutique market. This global portfolio of unique hotels enriches our collection brands segment, with three new additions in Australia alone: Hotel Morris Sydney, Hotel Woolstore 1888 Sydney, and Wonil Hotel Perth.
Additionally, our Tribe brand, known for its high-growth trajectory across the globe, caters to lifestyle travellers who value well-curated spaces. This year, we are excited to debut Tribe in New Zealand with the opening of Tribe Auckland.
Accor has become a partner of choice for leading ownership groups and independent hotel owners, drawn by our unmatched brand spectrum, strong global commercial distribution channels, and seamless transition processes.
There is strong interest in our Ennismore, boutique and collection brands, and we are actively exploring numerous opportunities to expand these unique offerings across the Pacific. As we continue our growth, we remain dedicated to delivering exceptional experiences that resonate with today’s discerning travellers.