Erik Stuebe

Over 30 years, Erik has worked throughout every segment of the industry, from motels to 5 star luxury, with experience in design, new build, renovation, rebrand, spa, multi-property management, rebranding, CBD and country properties.

A passionate believer in the power of service to transcend the ordinary and create life’s most memorable experiences, Erik obtained his qualifications in Europe, and has since spent 12 years with Sheraton Hotels, 14 years with Accor Hotels, and most recently created Chateau Élan at the Vintage in the Hunter Valley, whilst also being

Insights by Erik Stuebe (1)

Rebranding A Hotel Is A Challenge But Best Worked Through Methodically

As hospitality becomes more competitive, hotel rebranding has become more prevalent. Segmentation is no longer just about price, but increasingly about finding your target audience or niche and creating an identity that’s distinctive on the hotel scene.