In Byron Bay, Byron Bay Hotel and Apartments will become The Sebel Byron Bay, while in South Australia, Barossa Weintal will become Mercure Barossa Valley, Clare Country Club will become Peppers Clare Valley and the Adabco Boutique Hotel Adelaide will become Mantra Wakefield Adelaide.
With the boutique properties ranging in size from 43 to 69 rooms, the collective rebranding will add another 226 rooms to Accor’s brands.
The hotels will join Accor from October with the Adelaide and Clare Valley properties to complete refurbishments before taking on their new brands.
The Byron Bay property also represents Accor’s re-entry into the iconic northern NSW destination.
The hotels and the two refurbishments will be managed by 1834 Hotels, which already manages Elanor Investors Group’s hotel portfolio.
“We’re thrilled to welcome these outstanding hotels and resorts into the Accor network and to deepen our long-standing partnership with both Elanor and 1834 Hotels,” said Accor’s chief operating officer for the Pacific, Adrian Williams.
“These hotels are well positioned in key regional and leisure destinations and we are confident they will see immediate benefit from our scale, systems and support.
“By joining our franchise network, each hotel gains access to Accor’s global distribution system and award-winning loyalty programme – ALL Accor.
“We take a sophisticated and hands-on approach to franchising, working closely with our partners to provide the tools, insights and local support they need to succeed.”
Elanor Investors Group already has several properties under Accor brands, with two under the ibis Styles brand, one Mantra in Wollongong and the Peppers Cradle Mountain Lodge in Tasmania.
“We are very pleased to expand our relationship with Accor and strengthen the brand positioning of these hotels,” said Elanor Investors Group managing director, Tony Fehon.
“Aligning with Accor’s respected and targeted brand architecture allows us to further differentiate our portfolio and enhance investment performance.
“The support and operational execution by 1834 Hotels has been instrumental in bringing this strategy to life.”
