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Australian hotels part of global rebrand

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Australian hotels part of global rebrand
Japan’s largest hotel chain, which owns several Australian hotels through StayWell Holdings, has revealed a new brand.

From April, Seibu Prince Hotels Worldwide, StayWell Holdings and Prince Resorts Hawaii will come under the singular brand of Seibu Prince Hotels & Resorts.

“This integration strengthens our domestic and international strategies, paralleling our ambitious expansion plans,” said Yoshiki Kaneda, president of Seibu Prince Hotels Worldwide.

“We aim to grow to 250 hotels and become a global leader, delivering exceptional value and unforgettable experiences for every guest.”

Australian hotels include Park Regis properties in Sydney, Melbourne and Brisbane as well as the Park Proxi Gibraltar Bowral, in the New South Wales Southern Highlands, acquired last year as the first serious foray into the meetings and events business in Australia by parent company Seibu.

The 78-key Bowral property, which officially debuted under the Park Proxi name in September, is the first of a new brand for the international hotel group, aiming to be the “heartbeat of the neighbourhood”.

“We could not be more excited about the launch of Australia’s first Park Proxi hotel in the beautiful Southern Highlands of New South Wales,” said StayWell Holdings president, Simon Wan, when the hotel took on its new name in September.

“Our model welcomes collaboration with hoteliers to take advantage of the best that each location has to offer, based on the understanding that no-one knows an area quite like a local.

“We are thrilled to continue the legacy of the Gibraltar Hotel into its new era, whilst ensuring its ties to the Southern Highlands’ community remain stronger than ever.”

A second property, Park Proxi El Hayat Sharm in Sharm El Sheik, Egypt, is set to open later this year.

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