Elanor reveals rebrands to Accor flags

Australian investor Elanor Investors Group has signed a repositioning agreement that will see four of the group’s hotels rebrand to Accor group flags.The additions to Accor’s presence in Australia and New Zealand will switch during October 2025. They will result in the arrival of The Sebel Byron Bay; Mercure Barossa Valley; Peppers Clare Valley; and Mantra Wakefield Adelaide.Updating fund property holdingsThe four properties are held within the Elanor Hotel Accommodation Fund, and as a result of the changes, the previously independently branded hotels are expected to enjoy an uplift in performance. Not least, the properties will be more visible to the millions of members of Accor’s loyalty programme, ALL Accor. All four will be operated by 1834 Hotels, which is a longstanding partner for Elanor.The properties at Clare Valley and Adelaide will both undergo a refurbishment programme ahead of their relaunch under the Peppers and Mantra brands. Work will include general property updating, but also ensure the guest experience aligns with established brand standards for each of the flags.The Sebel is an established regional brand for Accor, having first appeared in 1963. Present in many regional premium and lifestyle destinations, it will actually be returning to Byron Bay.Operator 1834 Hotels is the asset manager for the Elanor fund, and will oversee the brand switches as well as taking care of day to day operations. In business since 2008, the company has delivered management services to more than 60 hotels, pubs, resorts and motels across the Asia Pacific region. As well as taking on the latest Elanor properties, 1834 recently added Kingfisher Bay Resort and K’gari Beach Resort in Australia to its management roster.The additions build on a strong regional presence for Accor. Already, it has several properties under construction across the country, with two close to opening. Upcoming soonest are two Sydney hotels, the Novotel Sydney Cabramatta, and one for the group’s Ennismore lifestyle division, 25hours Hotel Sydney The Olympia. These join the recently opened Mondrian Gold Coast.Under construction are the Mercure Campbelltown, Mantra Melbourne Airport while renovation works are under way at the Sofitel Noosa Pacific Resort. Looking further ahead, there are several more properties in the planning stage. These include the Pullman Perth Airport, and Mercure Clear Mountain Lodge.Additions to the Melbourne skylineAnd in Melbourne, two major additions are planned. The So/ Melbourne at 388 William will have 289 rooms in a landmark development with high environmental credentials. Also coming to the city is The Hoxton Melbourne, due to open in 2027 in the city’s Cremorne district.Australian listed Elanor has involvement in a number of sectors, managing funds across offices, retail, healthcare as well as hotels and leisure. Its hotel accommodation fund currently holds 13 assets with a portfolio valued at AUD264 million. Currently, the fund is in orderly wind down, with a planned exit from the hotels sector as assets are sold.
Source: tophotel.news