La Vie Hotels & Resorts has officially taken over the management of Mercure Townsville, reinforcing its strategic footprint in North Queensland’s hospitality sector.
This agreement follows La Vie’s strong performance at Madison Plaza Townsville, where the group has delivered notable RevPAR growth over the past six months. The operational success at Madison Plaza was a key driver in securing this latest appointment, reinforcing La Vie’s reputation for delivering commercial uplift and operational excellence.
“We are delighted to be entrusted with the management of Mercure Townsville. This appointment reflects our proven capability in the Townsville market and our commitment to delivering strong outcomes for owners and guests alike,” said Jerry Xu, Chief Executive Officer at LaVie.
Mercure Townsville will continue to operate under Accor’s franchise agreement, with La Vie working closely with Accor to uphold brand standards while implementing tailored operational strategies. This collaboration ensures the property benefits from Accor’s global brand recognition and award-winning ALL Accor loyalty program, while leveraging La Vie’s agile, owner-focused management approach.
Mercure Townsville is a well-established 174 room resort-style hotel featuring spacious accommodation, conference and event facilities, and a popular restaurant and bar. Under La Vie’s management, the property will undergo a strategic refresh aimed at elevating guest experience and optimising market performance. Under new ownership there are also plans to increase inventory to above 200 keys.
This latest addition to La Vie’s growing portfolio underscores the group’s commitment to national expansion and its ability to deliver value through bespoke hospitality solutions.
