The hospitality group had an extraordinary year in the highly dynamic region
Ongoing expansion
Accor continues to expand its portfolio in Australia with some key openings over the past year, including the dual-branded Novotel and ibis Styles Melbourne Airport which opened in July 2024.
Inspired by the natural beauty of regional Victoria, Novotel Melbourne Airport (248 rooms) provides a serene sanctuary, while ibis Styles Melbourne Airport (216 rooms) reflects Melbourne’s urban vibrancy with a playful and personal design.
Further north, the 32-room Peppers Gladstone has set a new standard in regional hospitality, as the first new hotel development in the Gladstone region in over a decade.
In August 2024, Ennismore, a global collective of entrepreneurial and founder-built brands in which Accor owns a majority share, announced its plans to bring The Hoxton brand to Melbourne’s Cremorne neighbourhood, with a debut set for 2027.
The lifestyle hotel will feature 198 guest rooms in signature The Hoxton categories, like Cosy, Roomy, and Biggy.
Known for its vibrant, open-door lobbies, the hotel will celebrate its locality through art, design, retail, and eclectic programming, with interiors taking inspiration from the building’s history and creative local community and surroundings.
In June 2024, Hotel Woolstore 1888, Sydney joined the Handwritten Collection, marking another milestone for this fast-growing brand in the Pacific.
Standing as a beacon of individuality in the increasingly crowded hospitality space, Handwritten Collection’s properties embody the essence of stylish and inviting homes, welcoming guests into a world of charm and personality where the unique character of each destination shines through in every detail.
With three Handwritten Collection hotels now open in Australia, also including Hotel Morris Sydney and Wonil Hotel Perth, the brand has quickly gained momentum since its launch in 2023, with occupancy rates climbing 8 percentage points in Australia during the past three months compared with the same period last year.
Handwritten Collection, an anthology of carefully curated addresses, currently boasts more than 15 hotels worldwide, with an additional 25+ hotels currently under development and over 150 more under varying stages of discussion. Accor intends to accelerate the brand’s expansion in Australasia over the coming years.
Also this year, Accor announced that two new Pullman hotels will join the collection in 2027: Pullman Perth Airport and Pullman Launceston. Pullman remains the largest and fastest growing premium brand in the market.
Significant openings for the coming year
Accor’s expansion in Australasia continues in 2025, with Novotel Sydney Cabramatta leading the charge. Located 30 km southwest of Sydney’s CBD, this 140-room hotel promises a diverse culinary experience, featuring an all-day dining restaurant, an Asian-inspired eatery, and a signature steakhouse by Dany Karam.
Guests can also enjoy a range of facilities including a gymnasium, outdoor pool, poolside bar, and a business lounge, positioning Novotel Sydney Cabramatta as an ideal destination for both families and business travellers.
Across the Tasman, TRIBE will make its debut in New Zealand with the opening of TRIBE Auckland Fort Street.
Located in Auckland’s bustling Central Business District, this 60-room hotel combines smart rooms with a stylish social hub and lobby bar, perfect for work and play.
Its prime location near Britomart and Commercial Bay positions it as a top choice for modern travellers seeking social spaces, connectivity and great design.
As lifestyle and design-led brands continue to thrive in the Australasian market, Ennismore is set to debut three flagship brands in Australia next year.
Sydney will also welcome 25hours Hotel The Olympia, a vibrant playground for locals and travellers alike; the Mondrian Gold Coast Hotel & Residences at Burleigh Heads will blend luxury living with coastal flair; and Hyde Perth will redefine the city’s lifestyle scene with its signature fusion of nightlife and hospitality.