Accor has strengthened its position in Australia and signed partnership renewal agreements for over 40 hotels, comprising 5,500 keys across the country. Accor Pacific partners have also invested more than $450 million in renovations and refurbishments since 2022.
Marking its 40th renewal, Accor built upon its partnership with Silversea Investments through a long-term franchise agreement that will result in investments to refurbish Novotel Sydney Parramatta and Mercure Sydney Parramatta, which will be rebranded to Novotel Sydney Rosehill upon completion of the renovation.
The hotels are managed by Trilogy Hotels. The two properties will benefit as Parramatta’s infrastructure development continues and the new Western Sydney Airport opens in 2026.
The Sunshine Coast’s luxury hotel, Sofitel Noosa Pacific Resort, also recently extended their partnership with Accor for the flagship Sofitel. The resort will unveil its renovation plans, which includes enhancements to its luxury positioning.
Accor has been operating in Australia for more than 30 years. The group’s network of over 350 hotels across Australia was built on the strength of the group’s established relationships with international and local hotel owners, said Adrian Williams, Accor Pacific COO PM&E.
“We are privileged to have many long-term owner relationships, and our team is continually working with their hotels to ensure they deliver above-market performance,” Williams said.
One of the primary reasons that makes hotel owners opt for Accor is the strength of its global brands, loyalty and distribution channels, as well as the level of local on-the-ground support, he said. This has also been a powerful incentive for owners to renew their partnership agreements with the group.
Accor has invested in offering more operational support for hotels, expanding the number of operational leaders based in key cities in the Pacific region to enable quicker decision-making and speedy allocation of resources.
“We’ve developed the largest hotel management platform in the Pacific with more than 300 above property team members to help support and drive performance for over 200 managed hotels. We are the only operator to have dedicated operational teams with heads of operations based in Sydney, Melbourne, Adelaide, Perth, Hobart, Launceston, Brisbane, Gold Coast, Sunshine Coast, Cairns, Auckland and Fiji,” Williams said.
Besides its managed network, Accor has also developed a dedicated hotel franchise platform with a vast franchise support team for Australia. This allows the company to work with franchise owners or third-party operators in a way that suites their business and investment strategies.
Ranging from luxury to economy, Accor’s portfolio across Australia, New Zealand, Fiji and French Polynesia includes 19 brand and more than 400 hotels.
