HOTELS: Australian Travelodge chain to be rebranded as ibis Styles, Mercure and Novotel by Accor
French company Accor seems to be taking over hotel brands left right and centre across Australia. In 2018, it acquired the Mantra group for AU$1.2 billion, giving it a 340 strong hotel network in Australia.
Salter Brothers – fund managers with a range of hotel properties in their portfolio including InterContinental and Hyatt Regency recently acquired – in league with some overseas partners – the 11 property Travelodge portfolio formerly owned by the NRMA and Mirvac for AU$620 million.
The ex-Travelodge portfolio consists of in excess of 2,000 beds including hotels in Martin Place, Wynyard and Surry Hills in Sydney, and the Travelodge Southbank in Melbourne.
The roll-out of Accor brands will start in July once the deal closes at the end of this financial year. The deal was done last July in a less than optimistic travel environment, in an industry that appears on an upward curve, if my recent experience of trying to book hotels is part of a trend.
This will give those loyal to the Accor brand added properties to earn and redeem those Live Limitless loyalty points.
After a recent stay at the new Sofitel in Adelaide, I have rather fallen back in love with Accor hotels. Although these ex-Travelodge properties won’t be vying for Accor’s top brands – Sofitel, So/, Raffles, Fairmont and Banyan Tree, they will bring some 4 star and middle levels properties into the fold.
Just a side-note to register my surprise while researching this story to find that onefinestay – an upmarket service-oriented alternative to airBnB, is now owned by Accor.